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Joy agency’s multilingual SBS campaign reflects diverse audience

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By Steven Raeburn, N/A

May 17, 2013 | 2 min read

The Joy agency has designed a multilingual campaign for broadcaster SBS to promote its new schedule, which includes programming in 74 languages.

Katherine Raskob of SBS

SBS group marketing manager, Katherine Raskob said the aim of the campaign was to express the SBS commitment to “to engage and reflect the increasingly diverse communities which make-up Australia today.”

"The SBS Radio Schedule reflects the demographics of today's Australia, and so we wanted to create a campaign to mirror that,” she said.

“It's important that it resonates amongst communities at a personal level. SBS embodies the role of translator and connector for those from diverse backgrounds and is a vital source of trusted information particularly for Australia's emerging high-needs communities.

“With the new schedule, SBS will continue to be the world's most multilingual broadcaster - something SBS is proud of, and which is captured beautifully in the multiplatform campaign."

The campaign across print, radio, television, and outdoor, it will appear in a range of languages including Greek, Arabic and Vietnamese.

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