Confronting PSA Campaign For UN Women Exposes Gender-Based Via MullenLowe New York
MullenLowe New York and Mediahub have launched an exposé on legal gaps, one of the key prevention measures needed to end violence against women and girls around the world in a public service campaign for UN Women.
As violence has increased against women during the COVID-19 pandemic, and an additional 15 million women are expected to be affected by violence for every three months the lockdown continues, The UNseen Story aims to create visceral reactions to the different forms of violence that women face in the form of censored images that are shocking to imagine, with copy that is unapologetically outspoken.
The ad campaign is rendered through a set of stark pixelated images and headlines, including “This is a photo of a man beating his wife,” that would never be appropriate to show publicly.
“This is a photo of a man raping his wife” is paired with a pixelated image that would be against government regulations to air on broadcast news.
“This is a photo of female genital mutilation” with an image that is blurred and unidentifiable, forcing the imagination to conjure up what happens to women and girls in many parts of the world. While the images shown in the campaign were created from scenes of a nonviolent nature and were not produced from images of any individuals experiencing violence in any form, the effect they create when pixelated and juxtaposed with the headlines is thought provoking and deeply impactful.
These are just a few of the executions of the campaign, which coincides with 16 Days of Activism against Gender-Based Violence, an annual international campaign that kicks off on November 25, the International Day for the Elimination of Violence against Women, and runs until December 10, Human Rights Day.
“Ending violence against women and girls need effective laws and implementation as much as it needs strong policies, funding for essential services and for organizations responding to this crisis, and culture change that challenges stereotypes and societal norms that often shame the survivors of gender-based violence,” said Oisika Chakrabarti, Chief a.i., Communications and Advocacy, UN Women. “We are grateful to MullenLowe New York and Mediahub for creating this provocative advertising campaign that sparks a much-needed dialogue and, we hope, a renewed sense of urgency, advocacy, and actions to be a part of the solution to end violence against women and girls.”
MullenLowe New York creatives brought this pro bono idea to UN Women, which was originally an activism project sparked by concern of reports of the increase of violence against women on lockdown during the COVID-19 pandemic. Media agency partner Mediahub leapt into action, securing like-minded media partners to donate premium advertising space to reach an audience primed to be moved to activism to end gender violence.
“This was a true passion project for MullenLowe New York. I was moved from the very first time I saw the work, which is such a direct and impactful way to bring focus to a taboo topic,” said Rebekah Pagis, Managing Director, MullenLowe New York. “If we are going to fight gender-based violence, we need to be able to talk about it, and this work is an important step in that journey.”
The campaign is brought to life across the United States and the UK through digital display, OLV, out-of-home, and print, from wild postings in New York to print ads across top newspapers in London.
Mediahub U.S. and UK teams sought out media partners for their high value in reaching Gen Zs and Millennials who are politically active, interested in philanthropic causes, and with a propensity to donate. Mediahub secured over $1.2M in donated media in the United States from generous partners including Vox Media, NBCUniversal, NBCU CODE, Teads, Captivate, Lamar Advertising, and Clear Channel. In the UK, the agency secured over $450K in donated media from partners including Clear Channel UK, The Guardian, Ocean Outdoor, The Telegraph, MiQ, Teads, Hearst and Mobsta.
At the time of this release, the work will run primarily in the United States and UK.
Credits
Brand: UN Women
Chief of Communications & Advocacy: Oisika Chakrabarti
Digital & Interactive Media Specialist: Jaya Jiwatram
Head of Social Media: Sarah Gilbertz
Communications and Media Specialist: Sharon Grobeisen
Digital & Social Media Specialist: Elif Gulec
Video Producer: Marisa Grattan
Audiovisual Consultant: Mark Burwick
Agency: MullenLowe New York
Managing Director: Rebekah Pagis
Head of Strategy: Jonny Gadd
SVP Executive Creative Director: Chris Rowson
SVP Group Creative Directors: Zack Menna & Rich Singer
Associate Creative Director: Patrick Regan
Junior Art Director: Emeline Earman
Junior Copywriter: MK Holladay
VP Executive Producer, Print: Aidan Finnan
VP Associate Studio Director: Mark Danish
Executive Producer: Gillian Blain
Senior Print Producer: Rick Waller
Senior Digital Producer: Jamie Templeton
Senior Motion Designer: Yoram Ohebsion
Group Leader – Layout: Nick Minieri
Content Producer: Maurice Loach
Motion Designer: Carolina Kowalczyk
VP Senior Business Affairs Manager: Vanessa Fazio
Assistant Art Producer: Tatiana Bradley
VP Strategy Director: Evan Giordano
VP Account Director: Meredith Raskopf
Account Supervisor: Reechana Taylor
Assistant Account Executive: Caitlin Fryer
SVP Agency Communications Lead: Rebecca Sullivan
SVP Group Account Director, P.R.: Kalley Jolly
Account Director, PR: Erica Warren
Media: MediaHub
VP Media Director: Persephone Kazl
Media Supervisor: Mary Rose Kesser
Media Planner: Gina Jin
Assistant Media Planner: Roger Hoff
Client Partner, Mediahub UK: Chris Lewis
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.