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.
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
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
data.ai (formerly App Annie), the first unified data ai company, today in partnership with IDC, released the Gaming Spotlight 2022 report. Powered by Game IQ, the report reveals that mobile gaming represents 61 percent of the overall gaming market which is set to hit $222 billion in 2022. The report reveals that mobile gaming is […]
Nielsen, a global leader in audience measurement, data and analytics, has been selected to participate in TikTok’s Media Mix Modelling Program. TikTok’s program brings together leaders in media mix model marketing measurement to drive reporting consistency and quality for advertisers globally, allowing advertisers to gain more insights into the impact of marketing on the short-form […]
Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]
Audible, a leading creator and provider of premium audio storytelling, today announced that Wavemaker will be its new agency of record for paid media worldwide, effective May 25th, 2022. Audible reportedly spends about $US500 million annually on advertising and a reported $A50 million here in Australia. Audible, an Amazon company, is headquartered in Newark, New […]
Paul Hutchison (lead image) will become CEO of Bohemia Australia, after four years as CEO of Wavemaker UK. Hutchison’s appointment comes after a global search to replace Bohemia founder and CEO, Brett Dawson, who announced his plans in March to take on a broader remit within the AUNZ Group. Hutch, as he is known, will […]
Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]
In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]
Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]
Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]
Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]
LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]