Saatchi & Saatchi Sydney have created yet another thought-provoking campaign in support of White Ribbon Day in Australia, the United Nations’ International Day for the Elimination of Violence Against Women on November 25.
Building on the award winning campaigns of the previous two years, the approach this year aims to bring the issue of violence against women even closer to home, by calling on fathers to take action now in order to improve the future safety of their daughters.
Given most fathers would do anything to protect their daughters, the campaign highlights that of all the things you’d be prepared to do as a father, wearing a white ribbon is potentially one of the most powerful acts you could undertake to help protect your daughter’s future. Why? Because it has the potential to reduce this sickening statistic – that 57% of Australian women will experience violent male abuse in their lifetime.
Simone Bartley, Chief Executive Officer, Saatchi & Saatchi, commented, “The fact that 57% of Australian women will experience violent male abuse in their lifetime is unacceptable and an indictment on our culture. Last year’s campaign clearly spoke to males, to make all men understand that unless they are part of the solution, they are part of the problem. This year we have continued that conversation but I think in an even more powerful way.”
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