In case there was some doubt, ABC now officially “Yours”

“The ABC belongs to Australia and ‘Yours’ sums that up”

The ABC has launched their new brand position – ABC, Yours.

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”.

The ABC engaged Adam Ferrier, founder and consumer psychologist from Thinkerbell, the agency now part-owned by PwC, on the campaign.

The work was developed by the in-house creative team, ABC MADE, headed up by creative director Diana Costantini, who 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.”

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