SBS launches major multilingual campaign to support new radio schedule via Joy and Razor

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Greek.jpgSBS has launched its largest multilingual campaign ever to support the new SBS Radio Schedule, which now features 74 languages across more platforms than ever before, via Joy and Razor, and directed by Pool Collective’s Simon Harsent.

 

The campaign incorporates light projections to communicate the sense of ‘feeling at home’ that SBS brings to its audiences, by offering news and information about the issues affecting them, in their language. It features sound bites of Amharic, Nepalese, Swahili, English, Thai, Arabic and German and is voiced by SBS’s own Arabic broadcaster, Sylva Mezher.

VIEW THE GREEK AD – SBS0914_Greek_GH_QPC.pdf

VIEW THE ARABIC AD – SBS0914_Arabic_AF_FPC.pdf

VIEW THE VIETNAMESE AD – SBS0914_Vietnamese_CD_FPC(3).pdf

SBS group marketing manager, Katherine Raskob says the campaign highlights SBS’s commitment to engage and reflect the increasingly diverse communities which make-up Australia today.

 

Says Raskob: “The SBS Radio Schedule reflects the demographics of today’s Australia, and so we wanted to create a campaign to mirror that. 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 targets communities with significant populations from non English speaking backgrounds. Running across print, radio, television, and outdoor, it will appear in a range of languages. The campaign is also complemented by the largest multilingual publicity campaign SBS has ever undertaken, with media material and other promotional collateral created in each language broadcast.

 

The campaign follows the first major review of the SBS Radio Schedule in over 18 years, and is set to run until June.

Client, SBS

Erica Green, Marketing Manager

Nikita Jacka, Communications Specialist

 

Agency: JOY

Christy Peacock, Executive Creative Director

Emma Clegg, Writer

Blair Kimber, Art Director

Sarah Cowen, Agency Producer

Corinne Porter, Agency Producer

Alex Tracy, Senior Account Director

Tim Stuart, Account Director

The Pool Collective

Simon Harsent, Director & Photographer

Simon Ozolins, DoP

Cameron Gray, Producer

Sarah Williams, Production Manager

Janai Anselmi, Art Dept. and styling

 

Editing – The Editors

Laurence Van Camp, Editor

Yoomin Lee, Grade

Adam Archer, Flame and online

Daniel Fry, Post-producer

 

Song Zu – Music and sound design

Lindsay Jehan, Composer

Myles Lowes, Sound Design

Trelise Caughey, Post Producer

 

Other credits

TDC – projection production

Retouching – Cream Studios

Projection Images – A combination of many talented directors and photographers who have contributed to SBS