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

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



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.

Please login with linkedin to comment

our watch sexism Thinkerbell

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]