Bensimon Byrne has created some very unexpected ways of looking at societal problems such as domestic abuse and male mental health. Now it has used its creative skills for White Ribbon, with a very new way of looking at women’s position in society. The PSA encourages men to consider how they can facilitate gender equity and eradicate gender violence, by juxtaposing how they saw women when they were growing up with how they see woman once they become a father.
The hero film is built around a new father who, while holding his child in his arms, reflects on how he has behaved toward women and girls in the past. It becomes clear to him that he not only knows what she is likely to face; he could also have made the world better for her by considering his own actions sooner.
“The inspiration for I Knew All Along came from the multitude of videos on social platforms, often played for laughs, detailing father’s worries about ‘other boys and men’ as their daughters grow up. It seemed like there was a total lack of self-examination about how they may have treated women or girls in their past,” stated Joseph Bonnici, chief creative officer, Bensimon Byrne. “We felt in order for this to have a powerful emotional impact and cause the self-examination that we wanted from men, it was imperative to have the penny drop for the viewer at the same time as it does for the father in the film.”
“Displays of harmful gender norms and stereotypes are so ingrained within our culture that it often takes personal experience, such as having a daughter, for many men to recognise these unhealthy behaviours,” added Humberto Carolo, White Ribbon executive director. “I Knew All Along sheds light on the gender-based aggressions that men may have engaged in, whether verbal or behavioural, intentional, or unintentional, and reveals why they should not be ignored or minimised.”
A 2022 study commissioned by White Ribbon explored concerns parents have after having a daughter. Three-quarters of mums (75%) and two-thirds of dads (66%) said that having daughters made them more concerned about the challenges women face in society. Further, 70% of those without daughters felt that having one would make them more aware or concerned about the discrimination women face.
Displays of unhealthy masculinities such as violence, misogyny and discrimination are learned behaviours, not something men and boys are inherently born with. The mission of I Knew All Along is to highlight the experiences many women face and encourage male-identified individuals to become conscious of, and accountable for, their actions.
“As a new father to my first daughter, I want to do everything I can to build a healthy relationship with her and be a positive role model where she can learn and experience respect,” noted Taylor Demetrioff, bilingual community engagement manager at White Ribbon. “It’s important to help my daughter grow up seeing her father being vulnerable, and connect with her emotionally so that she has a healthier sense of masculinity, security and respected boundaries.”
The 90-second PSA was directed by Hubert Davis. He commented, “This film has the power to present complex social issues in a way that is both compelling and universal. To make an emotional impact, it was important for us to highlight a profound personal experience – like becoming a new parent. While not everyone may be a parent, many understand what it feels like to want to protect a loved one.”
Credits:
Client: White Ribbon
Executive Director: Humberto Carolo
Senior Program Manager: Louise Moyer
Agency: Bensimon Byrne
Chief Creative Officer: Joseph Bonnici
Creative Directors: Debbie Chan & David Mueller
Associate Creative Director: Ana Seguajauregui Sanchez
Art Director: Nina Hang
Copywriters: Sophia Wilby & Megan Radisa
Executive Producer: Michelle Pilling
Co-Producer: Katie Link
PR: Narrative
Account Directors: Cole Douglas & Marli Bennett
Production Company: Untitled Films
Director: Hubert Davis
Director of Photography: Kiel Milligan
Executive Producer: Tom Evelyn
Line Producer: Ian Fingland
Casting: Jigsaw
Edit House: Rooster Post Production
Editor: Michelle Czukar
Assistant Editor: Matt Blakely
Producer: Sam MacLaren
Executive Producer: Melissa Kahn
Post Production: Fort York
Online Editor: James Marin
Producer: Valerie Moss
Transfer: Alter Ego
Colourist: Eric Whipp
Producer: Spencer Butt
Audio: Berkeley Inc.
Director & Engineer: Jared Kuemper
Producer: Tyna Maerzke
A small history of Bensimon Byrne’s work for White Ribbon:
