B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • NRL
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Agency Scorecards
  • Pinterest
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • The Growth Distillery
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Thinkerbell & Our Watch Ask Aussies To Do Something When They Witness Sexism
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Thinkerbell & Our Watch Ask Aussies To Do Something When They Witness Sexism
AdvertisingCampaigns

Thinkerbell & Our Watch Ask Aussies To Do Something When They Witness Sexism

Staff Writers
Published on: 18th October 2018 at 10:03 AM
Staff Writers
Share
3 Min Read
SHARE

Sexist jokes, objectifying women, off-colour comments; most people hate these all too common signs of disrespect towards women, but often they just go along with it, or don’t feel comfortable voicing their disapproval.

Australia’s national body for the prevention of violence against women, Our Watch, has today launched an interactive campaign to help Australians do something when they witness disrespect towards women.

Check out the Doing Nothing Does Harm – The Game spot here.

The campaign, Doing nothing does harm, was developed in conjunction with Thinkerbell in response to new research that revealed four in five Australians (79 per cent) want guidance on how to take positive bystander action, with only 14 per cent of Australians currently likely to act.

The campaign centrepiece is a series of short, interactive videos that recreate everyday situations and challenge the viewer to click “do something” when the conversation turns disrespectful.

Watch the ‘Doing Nothing Does Harm – How Can I Help You’ spot here.

The conclusion of each video is dependent on the viewer’s choice of action – or inaction.

If the viewer chooses to ‘Do Something’ they will be rewarded with being ‘detargeted’ so that they will not need to see the ad again.

If they choose to do nothing, then they will continue to be retargeted – seeing the ad (and the sexist behaviour) again and again, encouraging them to do something.

Check out the ‘Doing Nothing Does Harm – Today’s Special’ spot here.

Our Watch Chair, Natasha Stott Despoja AM, said the campaign aims to help people understand what disrespectful behaviour towards women looks like and how bystander inaction can imply acceptance.

“We know from our research that disrespectful attitudes and behaviours are part of the culture that can drive violence against women.

“When everyday signs of disrespect go unchallenged, it is normalised, excused and tolerated,” Stott-Despoja said.

Watch the ‘Doing Nothing Does Harm – New CEO’ spot here.

Thinkerbell consumer psychologist Adam Ferrier said “We wanted to create a campaign that mimics real life.

“This work both captures the awkwardness, and harm, that occurs when people choose to do nothing, however it also rewards people for taking action – in that they will witness less sexist behaviour if they do.”

Thinkerbell has worked closely with Victoria Berthinussen and the team at Google to develop the technology that allows people to be detargeted after taking action, a creative world first on YouTube.

Our Watch has also developed an interactive website which provides a deeper understanding of how people could act when they see disrespectful behaviour towards women.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: our watch, sexism, Thinkerbell
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Mindshare & Kaimera Drive Off With MG Media Account After Incumbents Decline To Re-Pitch
18/07/2025
Jake Stringer flying up above his old club.
TV Ratings (17/07/2025): Jake Stringer Puts On A Show Against His Old Side
18/07/2025
Fever Tree Global Creative Account Goes To Pitch
18/07/2025
Where Did The Bookies Go? Rugby League 26 Launches Without Gambling Sponsors
18/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?