DON'T JUST BROADCAST DIVERSITY. LIVE IT.

The Challenge

SBS, Australia’s multicultural and multilingual broadcaster, is an inherently diverse employer. But they wanted to be known as an inclusive employer. They recognised that when people can be themselves, they achieve their best and help others to as well. We needed a campaign that would continue to drive behaviour change internally and act as a rallying cry for everyone outside SBS to champion inclusivity.

The Solution

We recognised that people will hide an essential part of who they are at work if they fear being excluded, judged or otherwise negatively impacted. Our campaign ‘The Real You Matters’ shone a light on this behaviour, by showcasing exaggerated scenarios where employees go out of their way to hide a part of themselves from their colleagues. A film and a suite of posters were supported by activity across Facebook, Twitter and LinkedIn. 

The Results

The film had a tremendous reaction, generating 80,000 organic Facebook views in week one – with 3,927 reactions, comments and shares – and drove 10,000 people to the careers site on day one. To date, the campaign has had over 3 million views across Twitter, Facebook, Instagram and LinkedIn. Female applications to SBS rose by 75%, overseas employees by 73%, employees other than English increased by 14% and there was a 600% increase of applicants with disability.

*This work was produced in collaboration with Havas Melbourne