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”.
Client: Plan International Australia
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
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]