NITV: the greatest storytellers

To promote the launch of the new free-to-air Australian Indigenous TV channel, National Indigenous Television (NITV), SBS and NITV ran a campaign called ‘Stories from the world’s greatest storytellers’.

SBS NITV JohnThese newspaper ads, running on consecutive right-hand pages of the highly visible early general news section, appeared the same day the channel went to air in both metro and national markets. The campaign also ran across TV, outdoor, online and radio, celebrating modern storytelling through the generations.

The print executions feature a series of candid portraits representing the diversity of Indigenous Australia. The images capture each person in a private moment of their own storytelling. Storytelling is an integral part of Aboriginal and Torres Strait Islander cultures.

Each execution also builds awareness of NITV and recognises the significance of the launch in Australia’s history. Further, it introduces new audiences to NITV, letting existing audiences know the move to free-to-air from Foxtel will not change what they know and love about their channel.


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