Innocean’s thought-provoking campaign for White Ribbon has been named B&T‘s Campaign of the Month for November.
Jasmin Bedir’s agency crafted the “There’s No Good Reason” campaign for White Ribbon ahead of the charity’s White Ribbon Day on 17 November.
The campaign saw a faux newspaper created, featuring headlines and clippings from real newspapers detailing the extent of violence against women in Australia. The 500 articles reprinted in the paper represented just one per cent of the roughly 48,000 stories published about violence against women in 2023 alone.
A total of 2,000 copies of the newspaper were printed and distributed to politicians, journalists, influencers, publications and men’s groups. The campaign’s bold creative and directness of distribution to powerbrokers in society impressed the team here at B&T.
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.
The newspaper followed a nationally representative research study, conducted by Innocean, indicating that Australian men are shockingly reticent to take action. While 86 per cent of men acknowledged that they play a critical role in the prevention of violence against women, a mere 6 per cent have actively helped (via monetary donations, volunteering time, educating themselves or others).
The campaign was supported through multiple channels, including national TV, out-of-home, radio and social. Innocean also created a digital and social media experience to demonstrate how violence could affect women in people’s lives by using the number of women they follow to calculate how many of the women would have been subjected to violence at the hands of men.
“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,” said Melissa Perry, CEO of Communicare.
“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,” added Innocean CEO Jasmin Bedir.
“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,” said Wesley Hawes, Innocean Australia’s executive creative director.
Previous B&T Campaign of the Month winners:
