This year’s White Ribbon Australian campaign by Innocean talks tough to men. There’s No Good Reason challenges Australian men are shockingly reticent to take action to prevent violence against women.
In Innocean’s Australia-wide research 86% of men acknowledged that they play a critical role in the prevention of violence against women, but just 6% have actively helped via monetary donations, volunteering time and/or educating themselves or others.
Meanwhile, one in three women in Australia experience physical violence from the age of 15 on average, and one woman is killed every nine days by a current or former partner. This year alone 43 women have died as a result of men’s violence.
There is a high degree of confusion about what men’s roles could and should be. The campaign make men’s role clear by juxtaposing real news articles about violence against women with the reasons men hold for not leaning in or intervening to help stop violence against women.
A key part of the campaign is a special edition newspaper called The Daily Issue to call attention to the frequency with which violence against women still occurs. The newspaper, which will be distributed nationwide, demonstrates the scale of the problem in Australia. The 500 articles reprinted within represent just 1% of the roughly 48,000 stories published about violence against women in 2023 alone.
A total of 2,000 copies of the newspaper have been printed and will be distributed nationally to politicians, journalists, influencers, publications and men’s groups.
Melissa Perry, chief executive officer of Communicare, stated, “As the custodian of White Ribbon Australia, Communicare’s 30-year experience in the sector has shown that we cannot address this chronic social problem if we don’t drive change for victim-survivors, those with lived experience and for men who use violence. Men have a significant influence in their communities and can be powerful advocates for change.
“With this campaign we urge all Australians, particularly men, to educate themselves about the realities of domestic violence, challenge harmful attitudes and beliefs when they see them, and speak out against violence in all its forms. In particular, we need men to actively participate in creating a society where women can live free from violence, with support from all levels of government to make this ambition a reality.”
Jasmin Bedir, chief executive officer of Innocean, added, “White Ribbon Australia exists because of the more than 2.2 million* acts of sexual violence that have been inflicted on women in Australia. Our proprietary White Ribbon Australia 2023 research study^ indicated that while 86% of men recognise the severity of the issue, only 6% actively engage, often citing a lack of tools and understanding as barriers. When asked why this is the case, many men believe ‘It’s not my problem’ or ‘It doesn’t affect people I know,’ which is unfortunately not true.
“But the thing is, there’s no good reason for men not getting involved in the cause against men’s violence against women. Our ‘There’s No Good Reason’ campaign is inviting men to step up and do more.”
Wesley Hawes, executive creative director of Innocean Australia, commented, “A newspaper’s worth of violence might be the reality check Australian men need. It’s a confronting piece that we all found personally difficult to work on and assemble. The use of the real reasons men give for ignoring the issue seem so insignificant in comparison to the tragic and often harrowing stories depicted in the articles themselves.”
The campaign has launched in the lead up to White Ribbon Day on November 17 and is supported through multiple channels, including national TV, out-of-home, radio and social.
Innocean has also created a digital and social media experience to demonstrate how violence could be affecting the women in people’s lives and to highlight the important signs to look out for. Based on a person’s social media followers, the tool calculates the number of women the users are following and, informed by statistics, determines the frequency with which these women have been subjected to acts of violence. Off the back of the digital experience, users received a personalised asset that can be shared on social media.
Credits:
Client: White Ribbon
CEO Communicare: Melissa Perry
Senior Consultant: Corporate Partnerships: Yasemin Cowley-Cooper
Assistant Director: Jayson Tarawhiti
Manager – Men’s Engagement: Clayton Shaw
Creative Agency: Innocean Australia
CEO: Jasmin Bedir
Executive Creative Director: Wez Hawes
Creative Director: David Varney
Art Director: Lachlan Rotherham
Copywriter: Georgie Parchert
Design Lead: Michael Macgregor
Chief Strategy Officer: Gual Barwell
Strategist: Eliza Millett
Junior Strategist: Jake Mesidis
Client Partner: Connor Walsh
Business Director: Carly Pelham
Account Director: Jamie Astley
Senior Account Director: Belinda Hall
Account Manager: Ruth Murphy
Senior Account Manager: Ali Jeffrey
Head of Production: Renata Barbosa
Producers: Jo Linden & Georgie Patching
Editor: Dave Anlezark
Media advisor: Wendy Gower
Production Company: Oakville Films
Director: Lachlan Rotherham
Producer: Zhiran Zhou
Cinematographer: Datu Bethke
Camera Assistant: Clarence Thein
Gaffer: Matthew Roper
Production Designer: Marcella Tattersall
Digital Production: Rockit Digital
Head of Client Services: Brian Wu
Account Manager: Millicent Yeung
Print Production: Special T Print
Publishers & Media: The Media Shop, Bishopp, JCDecaux, QMS, Total Outdoor Media, Ooh! Media, LUMOS, Torch Media, Go Transit, Rock Posters, Val Morgan Outdoor, Mobile Marketing Australia, NOVA, Southern Cross Austereo, ARN Media, SBS, Network 10, Seven Network
Sound: Rumble
Sound Designer: Daniel William
Producer: Siena Mascheretti
Voice Artists & Agents: Colin Cassidy (EM Voices), Lieschen Pogue (RMK), Stephen Briggs (RMK) & Claire Lovering (RMK)
