What It’s Like To “Walk Like A Woman” New Campaign Via Cummins&Partners And Plan Intl

What It’s Like To “Walk Like A Woman” New Campaign Via Cummins&Partners And Plan Intl

Cummins&Partners and Plan International Australia have released a new campaign demonstrating what it’s really like to “Walk Like A Woman”.

In a 2018 study of 38 countries, including those with much higher homicide rates, Australia had the largest gap between how men and women feel about their safety when walking alone at night, with many women reporting they felt under threat.

Plan International Australia ambassador and host of Sexism And The City podcast Jan Fran said: “‘Walk Like A Woman’ was breaking new ground in allowing men to step into the shoes of a young woman.

“Most men want to help girls and women feel safer, yet they have never thought about how their presence affects girls and women walking alone at night – through no fault of their own, men simply don’t know how it feels to be a woman”.

To tackle the issue, Cummins&Partners and Risk Sound have created ‘Walk Like a Woman’, an immersive 3D soundscape recorded with a series of omni-directional microphones that lets men experience just what it’s like to walk alone as a young woman.

The track launches today as part of a playlist on Spotify and is supported by outdoor, catch-up TV, social and digital.

Plan International Australia CEO Susanne Legena said Walk Like A Woman would speak to the growing movement of men who want to help young women feel safe, and be allies for gender equality.

She said: “The tragic death of Aiia Maasarwe in Melbourne brought the issue of safety for young women to the forefront.

“We know from our Unsafe In The City research on street harassment that many young women are scared walking around their cities – some women in Sydney told us they avoid certain places, or stopped studying or working because they felt unsafe.

“Making our cities safer and more equal is critical to improving access for everyone to education, work and their communities, particularly girls and young women”.

 

Credits

Client: Plan International Australia

Agency: Cummins&Partners

Sound House: Risk Sound

Sound Designer: Liam Annert

Creative Director: Sarah McGregor

Senior Copywriter: Liam Jenkins

Copywriter: Michelle Canning

Art Director: Ben Horewood

Designers: Ellena Mills, Sarah Skotnicki and Amber Hunter

Senior Integration Manager: Kara Brumfit

Integration Manager: Bec Gehrig

Connections Planning Manager: Will Millar

Digital Designer and Developer: Chris Staring 




Please login with linkedin to comment

cummins&partners Plan International Australia

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]