The Ocean doesn't discriminate. And neither does Surf Life Saving Australia.
In 2017, SBS launched a nationwide competition with $1m in media value available for the winning entry. The brief was a simple, but very challenging single word: Diversity.
Any brand could enter as long as they reflected the diversity of our country in the concept.
Looking at the brief we felt there was an opportunity to present Surf Life Saving Australia as an organisation that lived this ethos every single day. Surf Life Saving Australia is an iconic, not-for-profit organisation that relies on the generosity of volunteers (members) who donate their time to the cause.
The inspiration for our concept came from a simple yet powerful insight; the ocean doesn’t discriminate.
The brand truth is that neither does SLSA or their 180,000 volunteers. They do what they do to keep our community safe regardless of a person’s origin, cultural or religious beliefs or political leanings. Surf Life Saving Australia has always reflected the community it protects. Our country is so diverse,
with migrants from all over the world calling Australia home, you only have to visit one of our beautiful beaches across Australia to see the diversity of our country dotted across the sand. That was our target audience.
We developed a campaign aimed at this audience in an effort to drive new members to join SLSA, create awareness and raise money to support clubs around the country.
We were very proud that our entry, on behalf of Surf Life Saving Australia won the competition! From these efforts, we were able to secure a substantial national campaign that they would otherwise have been unable to afford as a not-for-profit.
Surf Life Saving Australia were awarded $1 million of airtime to use across SBS’s television, radio and online platforms. The TV commercial premiered across SBS, SBS VICELAND, Food Network and NITV.