White Ribbon’s PSA Reveals Women Can’t Wait For Daughters To Change Men Via Bensimon Bryne

White Ribbon’s PSA Reveals Women Can’t Wait For Daughters To Change Men Via Bensimon Bryne

White Ribbon’s latest PSA via Canadian agency Bensimon Bryne pulls back the curtain on the “As a father of a daughters” trope.

It has been ingrained in our pop culture for men too often wheel out the line, “As a father that has daughters, I..” Usually, the line that follows condemns some horrible thing that has happened to women or is happening to women.

The line implies that only a man that has daughters could truly understand how horrible something is. This then implies that men without daughters don’t get it or an incapable of identifying injustices happening to women because they don’t have daughters.

What might seem like a harmless thing to say actually reveals lots about our culture. Specifically that some men often only value women if they feel ownership over them. E.g., it’s their wife, mother or daughter.

White Ribbon’s latest PSA delves into this and shows a daughter going through life navigating misogyny and unwanted sexual attention, with a father narrating it with concern for his daughter.

It is later revealed the father is worried for the daughter’s future because he has a history of not treating women well. All the things he fears will happen to his daughter, he has done to women himself.

The punchy last line sums it all up, “For some men, everything changes when they have a daughter. Women and girls can’t wait that long.”




Please login with linkedin to comment

Bensimon Bryne PSA white ribbon

Latest News

Cosmo Returns To Australia!
  • Media

Cosmo Returns To Australia!

Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]