Independent agency Thinkerbell has unveiled its latest work for domestic violence advocacy group Our Watch called ‘No excuse for abuse’.
Non-physical forms of abuse against women are both common and harmful. Yet awareness of the prevalence of these abusive behaviours is low.
Violence against women is not restricted to physical violence. There are many different forms of violence against women including financial abuse (e.g. forcing a woman to quit her job), social abuse (e.g. being excessively possessive or controlling of a woman), emotional and/or psychological abuse (e.g. verbal put downs and manipulation), technological abuse (e.g. accessing a woman’s online accounts without her permission), spiritual abuse (e.g. using a woman’s spiritual beliefs to manipulate her) and stalking.
This is the only national mass-awareness non-physical violence campaign in Australia, and the challenge for this campaign was to raise awareness that these forms of abuse exist, and that there is no excuse for this type of behaviour.
This campaign from Our Watch sets out to make people aware of the different forms abuse can take and remind people that there is no excuse for abuse – no matter what its form.
Margie Reid, managing partner of Thinkerbell said of the work, “Our aim was simple – to educate people that whatever excuse they conjure up to justify the abuse of women, it’s just not ok. We hope the campaign will help people understand all of the abusive behaviours people may dismiss for various reasons are not ok and will actually do harm if left unchecked.”
Jim Ingram, co-founder of Thinkerbell said, “We have chosen several powerful stories that help illustrate that there is no excuse for abuse. We’ve attempted to drive the point home by ensuring that not only the words spoken when trying to make excuses, but the accompanying supers are muted and blurred respectively. This should make for an interesting user experience when viewing the ads in social media environments.”
Jilly Charlwood, director, marketing and communications at Our Watch said “We are immensely proud of the No Excuse for Abuse campaign and believe it will make a powerful contribution to raising awareness of non-physical abuse.”
“Our Watch was created to drive nation-wide change in the culture, behaviours and attitudes that lead to violence against women and their children. Increasing recognition of what constitutes violence is crucial to ensuring that the community challenges all forms of violence, both physical and non-physical.”
The campaign will exist predominantly within social and digital channels. The campaign ‘No Excuse For Abuse’ will be supplemented with social amplification.
Avenue C has won the media account for kitchen appliance brand KitchenAid, B&T can reveal. The North Sydney-based agency snared the media planning and buying work away from Havas. M&C Saatchi-owned Bohemia and fellow indie agency This Is Flow are understood to have been involved in the pitch, too. KitchenAid had awarded its media planning […]
The ballet takes us away from the everyday – a feeling that inspired the theme for West Australian Ballet’s 2024 Season ‘The Discovery.’ In partnership with VML, West Australian Ballet worked with renowned photographer Jason Capobianco to bring the sensation of the 2024 theme to life. ‘The Discovery’ concept explores how ballet takes audiences someplace […]
Icon Agency’s Digital UX design team has partnered with Visual Communication Victoria (VCV) to provide an enriching presentation for secondary school students across Victoria. The session aimed to teach students UX design principles with a human-centred approach. Tailored for VCE Visual Communication Design students as part of their Unit 3 curriculum, the presentation focused on […]
Tracksuit has announced it has raised $20.5 million AUD in Series A funding, led by Silicon Valley-based firms Altos Ventures and Footwork. Lead Image: Matt Herbert & Connor Archbold The funding marks the company’s second external investment, reaching a staggering valuation of $142.9 million AUD and achieving $9.5 million ARR in just under three years. […]
She Creates has revealed its plans for 2024 with a new committee and revamped structure to support women in the creative industry. Lead image: Amy Lambert & Elise Rundell She Creates is a volunteer-run, not-for-profit organisation dedicated to inspiring, promoting and representing women in the creative communications industry of Adelaide. “As we start this new […]
Carlton FC had an epic run to the finals series but fell short just one game before the grand final, succumbing 63 points to the Brisbane Lions 79. As the 2024 season looms, the Blues are focused on taking it one step further. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major […]
Credit Union SA has partnered with a local South Australian integrated agency, kwpx, on a new brand campaign, ‘We CU SA,’ that highlights their love for the state. The recently launched large-scale brand campaign showcases Credit Union SA as one of the last remaining credit unions solely focused on South Australian members. The campaign captures […]
Atomic 212° has continued its 2023 winning streak into the new year with the announcement of three new clients: VetPartners, Adyen and UKG. Lead image: Claire Fenner VetPartners is Australasia’s leading veterinary practice management company, with a community of 4,500 people in more than 250 practices plus training centres, a vet nurse training school and […]
Cannes in Cairns revellers at the ready, we’ve got the low down on the MOOD x Mental Health First Aid Course taking place at this year’s Cannes in Cairns. The industry-first course will see attendees certified as mental health first aiders, to help colleagues manage their mental health. Chloe Hooper, the founder of Bare Feat […]