SBS has seven radio stations, SBS Radios 1, 2 and 3, Arabic24, SBS Chill, SBS South Asian and SBS PopAsia, and somewhere near 300 podcasts on their audio platform with the broadcaster providing more than 60 communities news and information in their and language and being created to inspire all Australians ‘to explore, respect and celebrate our diverse world and in doing so, contributes to an inclusive and cohesive society.’

Today they released a naughty and funny campaign “highlighting its distinctive position in Australian media” with the tagline, “We Go There”.

A 30 second PG version is below.

There is also 60 second not PG film for SBS on Demand again with the tagline ‘you won’t see this on regular TV” and billboards, with examples below:

I went hunting through the media release for the audio take on the above, and there isn’t one. 

Jane Palfreyman, Chief Marketing and Commercial Officer at SBS, said:

“At SBS we know who we are and in our 50th year this unique campaign pays tribute to that heritage. We are a national broadcaster who is prepared to truly go there. To challenge, to inform, and to provoke with purpose.

We also know many Australians affectionately, if not jokingly, think SBS stands for Sex Before Soccer… and we’re okay with that. This campaign acknowledges that legacy, as well as the place of trust that SBS has built in the minds of millions of Australians. Amid the intense competition in the streaming sector, this campaign acknowledges there are still some TV shows that really stand out – and these can only be found on SBS On Demand.

“While the creative is playful, clever and encourages audiences to reappraise our brand, we’ve also thought carefully about how we show the various creatives in this campaign, in line with our standards and audience expectations.”

I could equally have imagined a ‘you won’t hear this on other radio stations /podcasts’ version. That’s not just a missed opportunity but also a shame for a broadcaster with a whole arm of its business being excluded from the fun.

Jen Seyderhelm is a writer, editor and podcaster for Radioinfo.