ABC, ​“Yours: we’re with you for life.”

Following this morning’s ABC Annual Public Meeting, the national broadcaster has revealed its new branding and marketing campaign.

Director of ABC Audiences, Leisa Bacon said:

“The ABC is unique in its ability to unite the nation, facilitate the important conversations and develop the minds of our children. It is a touchstone for independence, trust and quality and the new brand position, “Yours” says just that, we are here for every Australian”.

Partnering with Adam Ferrier from Thinkerbell in the early development stages, the ABC creative team set out to define and reinforce the ABC brand.

The work was developed by the in-house creative team, ABC MADE, headed up by Creative Director, Diana Costantini.  She said:

“‘Yours” might be a simple word but it certainly carries a lot of weight. It reminds us all, every day, that the work we do is for all Australians. 

“With false facts being rife and commercials masquerading as entertainment, we wanted to find an honest expression and a unique brand position. The ABC belongs to Australia and “Yours” sums that up”.