“She’ll be right” is a double-edged sword. The entrenched Aussie attitude allows us to “keep on keeping on” (another Australian saying), but it also makes us lazy. Lazy about creating change. Australia can no longer be lazy about creating change for women. The UN’s Sustainable Development Goal #5 is for gender equality by 2030, yet according to the World Economic Forum, we will not reach equality for another 99.5 years. For all its talk about being a progressive and a fair nation, Australia is ranked 44th on the global gender gap index.
UN Women Australia is eager to push women’s equality to the top of the agenda and accelerate efforts, so we can do 100 years of work in 10.
To do this, The Monkeys has created a 90-second film that highlights gender inequality in Australia and the country’s inertia so far, by hijacking “She’ll be right”, turning it into a motto that points to Australia’s gender apathy.
The film was directed by Madeline Kelly, produced by Rabbit Content, stars actor, Miah Madden, and will air across broadcast television, supported by social, digital and out of home advertising.
The Monkeys creative, Lizzie Wood, commented, “Australians say ‘She’ll be right’ to dismiss problems we think will fix themselves with time; it’s a cultural complacency that things will sort themselves out, at some point. But for women’s rights, that point is still 100 years away.”
The Monkeys Head of account management, Belinda Drew, added, “Together, we can achieve a seismic shift and not wait around for the incremental change.”
UN Women Australia’s Executive Director, Janelle Weissman, stated, “Gender equality has been on the agenda for a long time; from the Suffragettes to the #metoo movement. With seemingly so much momentum, it is easy to think that equality is around the corner, just a generation away perhaps. Yet at our current rate of progress, it will take 99.5 years to achieve gender equality.
“That means your children, and your children’s children and even their children will not grow up in an equal world. That means that another six billion, nine hundred and thirty million girls will be born into an unequal world.”
UN Women Australia advisor, Sunita Gloster added, “Gender inequality is the biggest human right’s issue of our time. It impacts all of us. This work enables UN Women Australia to sustain the campaign that is raging on this issue and call for accelerated action for the empowerment of women and girls, every day. That’s what it’s going to take.”
Client: UN Women Australia
Executive Director UN Women National Committee Australia: Janelle Weissman
Advisor UN Women National Committee Australia: Sunita Gloster
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Head of Account Management: Belinda Drew
Executive Creative Director: Vince Lagana
Creative Team: Katie Kidd, Lizzie Wood, Connor Beaver & Scott Zuliani
Content Manager: Samantha Packham
Head of Production: Penny Brown
Senior Producers: Simone O’Connor, Tanith Williamson & Claudia Brookes
Senior Planner: Charlotte Marshall
Social Strategist: Charlotte Goodsir
Digital Design Lead: Eva Godeny
Senior Designer: Lauren Elliot
Designers: Tchaan Wilson-Townsend & Nano Palomares Pazos
Production Company: Rabbit
Director: Madeline Kelly
Executive Producers & Producers: Alex Hay & Lucas Jenner
DoP: Alex Serafini
Post House: ARC Edit
Editor: Phoebe Taylor
Colourist: Billy Wychgel
Online: Viv Baker
Casting: Peta Einberg @ Peta Einberg Casting
Sound Post Production: Sonar Studios
Illustrators/Artists: Kate Pullen, Cass Stevens, Janine Wareham, Minky Stapleton, Ben Leon, Serval Fandango, Kyle Bonzaier @ The Tilbury Press