The Diversity Works Challenge is now open for entries and SBS has unveiled a stellar judging panel of industry leaders and diversity advocates.
Opening on Australia Day, the new initiative calls on brands and agencies to develop an advertising campaign that demonstrates the diversity of today’s Australia, with $1 million of free airtime on offer.
The judging panel includes the likes of executive director of the Australian Multicultural Foundation and acting chairman of SBS Dr Bulent Hass Dellal AO, founding member and former co-chair of the MEAA Equity Diversity Committee and director of Pearly Productions Pearl Tan, founder of research company Pollinate, director of advocacy agency Social Soup and non-executive director for Planet Ark Howard Parry-Husbands, CEO of the Sydney Gay and Lesbian Mardi Gras Terese Casu, NITV channel manager Tanya Orman and SBS director of media sales Andrew Cook.
Cook said, “I’m thrilled to be joined by an esteemed panel of judges – all experts in their field and leaders in diversity and inclusion. We will be looking for a campaign idea that integrates Australia’s diversity into the fabric of the campaign and achieves the brands overall marketing objectives.
“SBS is calling on Australia’s most creative minds to take part in this initiative to demonstrate that thinking with diversity works.
“As an organisation, SBS exists to inspire all Australians to explore, appreciate and celebrate our diverse world, and encouraging more diversity in advertising is one way we can help contribute to a more inclusive society.”
The Diversity Works Challenge will offer $1 million of free airtime across SBS TV and digital assets to the brand or agency with the best campaign that demonstrates Australia’s diversity, with the television commercial to launch in primetime on SBS.
Agencies and brands can submit their creative concept online before 31 March. The winner will be announced in May 2017, giving the brand or agency three months to produce the advertisement before it premieres on SBS before the end of 2017.