Diversity Works Challenge

Representing a diverse Australia is in our DNA

Congratulations to KWP! on their innovative campaign pitch for Surf Life Saving Australia.

  • 35

    Entries in the Diversity Works Challenge

  • 7

    Judges reviewed the entries

  • $1m

    Airtime on SBS awarded to the winner

The Challenge

Celebrating Diversity

It is part of SBS’s purpose to inspire all Australians to explore, appreciate and celebrate our diverse world, and by doing so contribute to an inclusive and cohesive society.

The Challenge

The Diversity Works Challenge is an initiative from SBS Media designed to encourage the Australian advertising industry to think with diversity and to reflect the real Australia in their marketing campaigns.

The Winning Pitch

SBS is proud to announce Surf Life Saving Australia as the winner of the 2017 Diversity Works Challenge, with their campaign concept developed by KWP! in Adelaide.

The campaign showcases the diversity of Surf Life Saving Australia 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.

Surf Life Saving Australia were awarded $1 million of airtime to use across SBS's television, radio and online platforms, and the TV commercial premiered across SBS, SBS VICELAND, Food Network and NITV at 8:45pm on Wednesday, 6 September 2017.


The judges looked for a campaign idea that integrates Australia’s diversity into the fabric of the campaign and achieves the brands overall marketing objectives.

In addition to developing a script for a 30 second TVC, a 500 word rationale addressing the below criteria was also submitted:

  • 50%

    Diversity of Australia is accurately reflected and integrated into the fabric of the campaign.

  • 30%

    The creative strategy is clearly defined and meets the overarching client’s objectives.

  • 20%

    The creative approach is coherent, consistent and cuts through.

Any Questions?

You can email us at diversityworks@sbs.com.au or check out our FAQs for further information.