New campaign for landmark SBS documentary ‘Go Back To Where You Came From’
SBS will launch a cross-platform marketing campaign through US Sydney on June 19 2011 to promote its landmark documentary series, Go Back To Where You Came From created by Olivia Meredith and Kelly Brown from SBS.
Go Back To Where You Came From is the epic, raw, provocative and compelling journey of six ordinary Australians tracing-in-reverse the steps of modern-day refugees to Australia. The three episodes will air next week – Tuesday 21, Wednesday 22 and Thursday 23 June – coinciding with Refugee Week.
SBS Marketing has created a series of on air promotions, ads for print and online and an online offer on its website.
It will also offer a unique simulation that provides participants with a scenario where there is major upheaval in Australia that would make them want to flee the country, providing an experience that millions of refugees and asylum seekers face every day.
SBS is encouraging dialogue in the wider community with Go Back To Where You Came From featuring extensively across SBS Radio programs during Refugee Week, including interviews with program participants and talkback programming giving listeners an opportunity to discuss the issues raised.
Says Jacquie Riddell, SBS director of marketing: “Go Back To Where You Came From will provoke debate and discussion among around the issue of refugees and asylum-seekers in Australia and the marketing campaign has been developed to reflect this. It is part of our philosophy to engage with and lead the debate of multicultural issues that affect Australians.
A multi-platform marketing strategy is key to helping spark this debate and keeping the conversation going long after the program has ended. It was important to execute a strategy that would reach out to viewers across print, online, radio, on air as well as having a strong presence in social media.”
Go Back To Where You Came From will appear heavily across SBS’s social media platforms including Facebook, YouTube and Twitter, generating discussion on the back of this three day television event taking it beyond Australian’s TV screens.
SBS commissioned the documentary from Cordell Jigsaw Productions.
Creative credits:
Head of Design: Olivia Meredith, SBS
Head of Creative: Kelly Brown, SBS
Production: US Sydney
Media: Razor
7 Comments
Great article about this on thevine today by Clem Bastow.
http://www.thevine.com.au/blog/clembastow/'go-back-to-where-you-came-from'-and-preaching-to-the-choir20110617.aspx
Boring, no idea in it. Guess thats what happens when the client does their own ads.
Not actually true 2:43 – check out Channel Four’s work in the UK. All done by their inhouse creative department, 4 Creative.
But agree this is average – shame, as it sounds like great subject matter.
Not as good as their recent work
I bet US didn’t even want to put their name any where near this. Next time you should get them to put an idea into it.
I think the art direction sensationalises the subject matter. This isn’t a promo poster for Lost.
Watched this in class and it was absolutely worth it, it represented the experience well and felt overall really connected when revisiting familys in the camps. Watching the opinions slowly change as the experiment went on was fascinating and a spot on representation of how people percive the world and change views as their experiences change.