A new campaign by Victoria government encourages commuters to call out sexist behaviour against women.
The spot, developed by behaviour change specialists, The Shannon Company, is a continuation of the Respect Victoria; Call it Out series, which followed Australia’s first ever Royal Commission into family violence.
The latest campaign features a woman on a train being leered at, before a bystander steps in to interrupt and call out the behaviour.
TSC managing director Ian Forsyth said the campaign provides the community with another practical tool to call out and address disrespectful and sexist behaviour.
He said: “The work is based on in-depth behavioural research highlighting that building positive attitudes towards gender equality and the importance of respect, are critical tools in the prevention of family violence.
“This is a true behaviour change campaign demonstrating how a relatively small action by an observant bystander can make a real difference and send an unambiguous message that sexual harassment is never OK.”
Agency: The Shannon Company
Creative: Alex Wadelton and Kim Hellier
Director: Thomas Hyland