Holden partners with SBS to support 'Drivers of Change' with $50k grant and campaign via Carat

Patrick Abboud (1).jpgHolden has partnered with SBS to launch its latest masterbrand campaign via Carat, focused on recognising and rewarding Australians driving positive social and cultural change in their communities.

The campaign, 'Supporting Drivers of Change', features six notable Australians from all walks of life, among them Auburn Giants AFLW team founder Amna K Hassan, journalist Patrick Abboud, 'Queen of Resilience' Stacey Copas, hip hop artist L-FRESH The Lion, orthopaedic surgeon & activist Prof. Munjed Al Muderis, and blood cancer researcher assoc. prof. Louise Purton.

VIEW PATRICK ABBOUD SPOT
VIEW STACEY COPAS SPOT
VIEW LOUISE PURTON SPOT
VIEW AMNA KARRA-HASSAN SPOT
VIEW LFRESH THE LION SPOT
VIEW MUNJED AL MUDERIS SPOT
Assoc. Prof. Louise Purton (1).jpgEach of the ambassadors has been selected based on the inspiring work they're doing to advance the issues that matter most to modern Australians, including diversity, social responsibility, equality, and innovation. They are featured in a series of integrated TVCs currently being broadcast across the SBS network, sharing their stories and what drives them to do what L-FRESH The Lion (1).jpgthey do.

To inspire others seeking to make a difference, Holden is running a competition in conjunction with the campaign, asking all Australians to share how they would drive change, for the chance to win a $50,000 grant to bring their initiative to life.

Says Mark Harland, executive marketing director, Holden: "The Prof. Munjed Al Muderis (1).jpg'Drivers of Change' campaign is about seeking out those legends in our community who are driving meaningful change on topical issues that Australians are discussing. SBS and the Drivers of Change ambassadors are passionate about creating a better future for all Australians - we're proud to be part of that and can't wait to tell those stories."

Holden and SBS worked closely with Carat to bring the campaign to life.

Natalie Kean, head of Carat's partnerships and integration department, Connect, described the campaign as great example of a brand 'understanding society's role as a major stakeholder in their business'.

"This campaign is a marked departure from most automotive brand campaigns, most notably for the fact there isn't a single car visible anywhere; Holden were truly committed to focusing on the story-telling aspect. When connected with the right partner, in SBS, the result's been really powerful from a content perspective."

The TVCs can currently be seen across SBS, including broadcast, digital and social, with the campaign further amplified in cinemas nationally and via a partnership with Joy FM. The competition closes April 15th. 

3 Comments

Wes said:

Oh puhleeeeze..enough already!!!!!

Mo said:

I agree with Wes, pathetic!

Coral said:

I am a regular watcher of SBS and am loving and inspired by the stories of the driving change campaign. Whilst some might be critical of the commercial opportunity being gained by such a pairing of campaigns and causes, anything that promotes inclusiveness, awareness and understanding is not a bad thing. If HOLDEN is putting its $$ behind creating a better future and advancing the achievements of 'whole of society' then I think ultimately this is a positive endeavour. Cheers

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