World Vision Australia has joined forces with an inspiring collective of Australian females to ignite a new campaign ahead of International Day of the Girl on October 11.
The integrated campaign, called 1,000 Voices for 1,000 Girls is in response to an alarming surge in global child marriage and violence rates, and sees celebrities raising their voices to tell the stories of some of the world’s most vulnerable girls, while encouraging Australians to do the same.
The all-star female lineup includes; Melbourne Cup winner, Michelle Payne; First Nations model and advocate, Samantha Harris; the first-African-born Australian Netball World Champion, Sunday Aryang; and passionate female activists; Liz Ellis, Pallavi Sharda, and Melissa Doyle AM. The campaign is the work of World Vision’s in-house creative and communications teams, proudly brought to life by an all-female lead crew and production and PR partner TBWA/Eleven.
Talking about the power of the campaign, World Vision chief marketing officer, Louise Cummins said, “Child marriage more than doubled during the COVID-19 pandemic and is expected to increase further as a result of the cost-of-living crisis.”
“When a young girl’s dignity, hope and innocence are taken from her, and all she has left is her story – it’s our job not just to tell her story but change it. We are so grateful to our female collective who, so passionately and powerfully, loaned their voices in support.” added Louise.
Commenting on her involvement, Michelle Payne said, “The statistics of violence against women and girls around the world are incomprehensible. I’m very passionate about using my voice to be able to raise awareness on these issues – and in doing so, provide hope and opportunity to girls around the world,”.
After fleeing the civil war in Ethiopia with her parents, this year, Sunday Aryang became the youngest member of the Australian Diamonds. She said, “The reason behind us moving to Australia was because a lot of the gender-based situations that are happening in Ethiopia. My dad wanted us to get an education, which is something I know a lot of young girls simply don’t get in Africa. Everyone deserves an education, safety and a voice – together, we have to keep advocating for that,” added Sunday.
The 1,000 Voices for 1,000 Girls movement hopes to encourage Australians to support 1,000 of the world’s most vulnerable girls in the lead up to International Day of the Girl, and help give them a voice through World Vision’s Child Sponsorship program. The campaign will be supported through social, digital, OOH, ambassadors and PR.
World Vision Australia
● Chief marketing officer – Louise Cummins
● Head of brand, creative & content – Andrew Henderson
● Creative director – Rory Ellis
● Integrated creative lead – Brad O’Meara
● Copywriters – Amy Tan, Margaret Spencer
● Senior acquisition manager – Jacqui Martin
● Brand comms manager – Lucy Fogarty
● Ambassador lead – Amanda Reedy
● Content producers – Joe Callanan, David Fonti Production & PR partners: TBWA\Melbourne and Eleven
• Director: Greta Nash
• DOP: Bonita Carzino
• Sound: Final Sound
• Grade: Ted Deacey
• Photographer: Michelle Tran (Hart & Co.)
• Media agency: Essence MediaCom Global
Please login with linkedin to comment
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
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. […]
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 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 […]
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 […]
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 […]
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 […]