SBS’ challenge to brands and creatives: show more diversity

On Australia Day, SBS will launch the Diversity Works Challenge – a competition for Australia’s creative minds to come up with an ad campaign that “truly demonstrates diversity”, with $1 million worth of airtime up for grabs.

Competitors will need to submit a script before March 31, which will then be judged by a panel of industry experts. Up to eight finalists will then pitch their idea to the panel, with the winner announced in May 2017. The winning advertisement will be given $1 million worth of advertising airtime across SBS platforms, which will begin airing before the end of the year.

SBS director of media sales Andrew Cook said SBS was issuing the challenge because the network wanted to speed up thinking about diversity.