The best of non-profit advertising and marketing for social causes

Australia’s dark secret: one woman killed every week

Australia’s dark secret: one woman killed every week

What starts out looking like a tourism ad to visit Australia is in reality a new CSA engaging audiences to uncover stories about domestic violence around the nation.

White Ribbon is the world’s largest male-led movement to end men’s violence against women. White Ribbon Australia is a non-profit organisation and Australia’s only national, male-led primary prevention campaign to end men’s violence against women.

This is a refreshing, new approach by White Ribbon on an issue that traditionally takes the route of either: inyourfaceviolence (which can quickly put off audiences) or positive role-play ads. The later, although much better at encouraging the audience to embrace solutions, can sometimes feel awkward or unrealistic.

The Australia, land of secrets CSA smartly contrasts images which evoke feelings of national pride against one simple, shameful fact: One woman a week dies from an act of domestic violence. I also admire the campaign’s restraint in focusing, on just one powerful statistic. I hope it succeeds in challenging audiences to rethink what we should and shouldn’t be proud of as a nation.

To celebrate White Ribbon Day you can swear never to commit, excuse or remain silent about violence against women.

Advertiser:
White Ribbon Australia
Agency:
Archibald / Williams

Social advertising junkie, pro campaigner and gnocchi roller from Melbourne, Australia. He is managing the Campaign for Australian Aid now. Read more
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