Surf Life Saving Australia (SLSA) was announced today as the winner of the SBS 2017 Diversity Works Challenge for their campaign concept developed by KWP! in Adelaide.
The campaign will showcase the diversity of Surf Life Saving as an organisation, as well as the many Australians who enjoy the beach. The creative draws attention to the indiscriminate nature of the dangers of the ocean and prompts people regardless of colour, language, religious beliefs, sexual orientation or cultural differences, to think carefully about how and where they enjoy beaches and waterways.
SLSA Chief Executive, Melissa King, said, “We would like to thank SBS for awarding us as the winner of the 2017 Diversity Works Challenge and KWP! (Adelaide) for developing the creative concept with Surf Life Saving Australia. We are excited to have the opportunity to bring this creative to life. The campaign will include a call out to our wonderfully diverse communities around Australia to encourage people to think about joining our movement. Today our 47,000 volunteer active patrolling members around Australia help to save lives and keep our beaches and communities safe – you can too.”
SLSA will receive $1 million of advertising space across SBS TV and digital assets, with the campaign set to premiere on SBS in the second half of 2017.