BMF‘s outstanding work for the Department of Social Services won the agency a B&T Award for Bravery.
The agency was tasked with creating work for the Department of Social Services. ‘Algorithm of Disrespect‘ was the result, an educational platform that sought to showcase to parents what young people are exposed to on social media, and how issues on these platforms contribute to violence against women in Australia.
The work is the latest iteration of the Government’s ‘Let’s Stop it at the Start’ campaign.
BMF took a distinctly different route from a traditional campaign, opting for an educational platform instead to showcase the lived experience of young Australian social media users.
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“We’re eternally grateful for the award, and it shows that there’s something powerful happening in marketing”.
“Creating a world in which parents can see how and what their kids are exposed to was a really important part of this campaign”.
Violence against women is sadly an alarmingly common problem in Australia. The Australian Government has been trying to tackle the issue since 2016. However, in the past two years, there has been a regression in young men’s attitudes towards women, often being learnt and encouraged in spaces that are invisible to and inaccessible to adults.
Every detail replicates harmful content as closely as possible, from actors posing as toxic influencers to set designs authentically portraying different genres of social content.
As a result of the campaign, visits to relevant government websites have increased 400 per cent, and there has been a 9,500 per cent increase in resource downloads. Engagements with conversation guides have grown 14,000 per cent.
