SBS Australia: Deep Water / Aquabumps social initiative

Alexandra Conomos

SBS, a free-to-air broadcaster in Sydney, attracted new viewers to its content with a social media-driven campaign for a crime drama, Deep Water, focusing on gay hate murders in the 80s and 90s.

Campaign details

Brand: Deep WaterBrand owner: SBSLead agency: ZenithCountry: AustraliaIndustries: TV channels, services, programmesMedia channels: Online display, Social media, Websites & microsites, Word of mouth, advocacy Budget: Up to 500k

Executive summary

Eighty-eight is the number of gay hate murders that occurred in Sydney during the 80s and 90s, many of which remain unsolved today. SBS prides itself on bringing buried stories to light. In 2016, the network chose to base a crime drama called Deep Wateron the murders, and it was the job of the marketing team...

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