The Brief:
Men’s violence against women is at epidemic proportions in Australia, with one woman killed every nine days by a current or former partner. In 2023, 43 women died because of men’s violence. This White Ribbon Day we needed to create a campaign that aimed to raise awareness and engage the “moveable middle” Australian male to act.
The Solution:
The White Ribbon Day 2023 campaign, ‘There’s No Good Reason’, is based on Australia wide research that highlights the many reasons men give for not engaging in the issue. The centrepiece is a special edition newspaper called The Daily Issue, which demonstrates the scale of the problem. The 500 genuine articles reprinted within represent just 1% of the roughly 48,000 stories published about violence against women in 2023 alone. The campaign launched in the lead up to White Ribbon Day and was supported through multiple channels including TV, out-of-home, radio and social.
We 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.
Role:
As lead designer on the project, working closely with senior creatives, I was responsible for creating and rolling out all of the assets for the campaign.