SBS and NITV challenge media agencies to go Beyond 3%

Beyond 3%

• Aboriginal and Torres Strait Islander peoples represent 3.3 per cent of the Australian population

SBS Media is launching Beyond 3%an initiative designed to raise awareness of the benefits of greater investment by agencies and brands in Australia’s Indigenous media platforms.

Aboriginal and Torres Strait Islander peoples represent 3.3 per cent of the Australian population however, It’s estimated that less than 0.3 per cent of advertising in Australia is invested in media dedicated to reaching these audiences. 

Beyond 3% seeks to engage media agencies to begin to address this gap by learning more about the role and value of First Nations media in Australia, doing more to contribute to inclusion in the sector, and re-thinking media spend by committing to increasing investment in Indigenous media platforms to at least a 3 per cent target.

Tanya Denning-Orman, director of indigenous content, SBS, said: “NITV is proud to be one of the many media organisations of all sizes across Australia, run by and for Aboriginal and Torres Strait Islander peoples, telling our stories on our terms. These services also present unique opportunities for brands to engage these audiences, and provide valuable professional opportunities for people from communities to develop their careers, empowering the next generation of Indigenous talent in the Australian media.

“Aboriginal and Torres Strait Islander peoples are more than a number, but when it comes to the strength of this vital sector, numbers matter and investment has a real impact. We’re grateful for our industry partners who have already made the commitment to learn more, do more, and ultimately spend more, because of the value it represents well beyond when a campaign comes to an end.”

Some of Australia’s leading media agencies have already made a commitment to exploring how they can go Beyond 3%.

Melissa Fein, CEO of Initiative Australia, said: “There’s been a strong focus on equal representation in our industry for years, but sadly it’s often all talk and little action. That’s why we’re incredibly proud to work with and support the SBS and NITV Beyond 3% initiative. We’re equally proud as an agency to commit to this cause, and look forward to others joining us.”

Mark Lollback, CEO of GroupMsaid: “At GroupM All Means All, and an inclusive culture is at the heart of our vision. Diversity and inclusion is key to a strong and vibrant media landscape and GroupM and our agencies are proud to support this excellent initiative from SBS to make real progress in representation of Indigenous Australians, their voices and their stories across the media.”

Aimee Buchanan, CEO of OMD Australia, said: “Indigenous media, including NITV play a critical role in our media ecosystem. Having channels created by, for and about Aboriginal and Torres Strait Islander peoples is key to having our First Nations peoples’ stories heard. In an era where we obsess over brand safety, I encourage Australian businesses and their agencies to progress this further. We need to extend the conversation to brand suitability and critically, brand responsibility by questioning the responsibility your brand has to financially and commercially contribute and sustain the voices of Australia’s First Nations people.”

There are a range of ways marketers and agencies can go Beyond 3%, and the website provides a starting point as a portal for information and resources for individuals and organisations to learn more, and explore ways to support Indigenous media. will continue to be developed as an industry resource, providing practical information to support organisations in being more inclusive in their operations, such as engaging Indigenous businesses through the work that they do, increasing understanding through cultural awareness training and education, through Aboriginal and Torres Strait Islander employment, and by using design and production protocols and guidance.

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