White Ribbon launches violence against women awareness campaign via Archibald / Williams
Archibald / Williams, together with White Ribbon Australia, has launched the latest campaign to bring awareness to the issue of violence against women.
The television commercial created by Archibald / Williams was developed to feel like an archetypal Australian tourism ad, encouraging the audience to marvel at the country’s beauty and its undiscovered secrets. Amongst the stunning scenery, Australia’s dark secret is revealed: “One Australian woman a week dies from an act of domestic violence.”
The statistic is shocking, particularly when juxtaposed with Australia’s uniquely beautiful landscapes. The intention is that this campaign will shed new light upon, and eventually help to end men’s violence against women.
The 30 second TVC is supported by a 10 second billboard, radio, press, posters, digital communications, social media and an online destination that encourages viewers to get involved and uncover Australia’s dark secret.
Says Libby Davies, CEO at White Ribbon Australia: “The issue of male violence against women is real and insidious, but the extent to which it exists, and its impact in Australia is still largely hidden. The launch of Australia, Land of Secrets, on the eve of White Ribbon Day, calls on men, women and the whole community to help uncover Australia’s dark secret, raise awareness and act to stop violence against women.”
Says Bram Williams, partner at Archibald / Williams: “The campaign is designed to create some noise around a subject that for too long has been Australia’s dark secret. The fact that behind the sparkle of our modern, sophisticated nation, violence against women is happening on a daily basis.”
Writer; Jonny Browne
Art Director; Mark Held
Creative Directors; Jonny Browne and Mark Held
Director; Josh Whiteman
Music; Bruce Heald – Noise
Producer; Alex Mooney – Window Productions
Editor; Suga Suppiah – Method Studios
Post Production; Method Studio
14 Comments
So the YouTube video drives me to a site (which I have to type in myself, btw) where I can watch the same YouTube video embedded into the site, telling me to go to the site that I’m already on.
Digital specialists eh?
Nicely done Joshua.
@Clothes, did you at least scroll down on the site and donate something before posting your pathetic comment? Nuh? Didn’t think so.
A great execution for a great cause – well done to all involved.
Lazy thinking.
This great organisation with a great cause obviously needs a new CEO if she thinks this advertisement is clever or will produce results.
It also needs a new agency if they think this is creative.
Must have been a great lunch the agency sold this concept at.
Very disappointing for a wonderful organisation!
Interesting thought, but the downside of having your message literally hiding inside another message is … your message is hidden.
I switched off at ‘trains run on sand’. Blink and you’ll miss the hidden-so-well-it-really-is-invisible message wedged in the middle.
I agree, the message is far too hidden.
Kind of like the problem @Bear?
Sheesh.
@ Bear and ‘Can i borrow some interest’
if thats a hidden message i would hate to see what you think is an obvious message.
good idea, well executed.
Wow. No doubting that is a good cause. But damn, that is a bad spot. Busy living room, crowded ad break, consumers on multiple screens simultaneously and this is relying on an ever so slight rug pull mid-30 seconds. A seriously wasted effort for a very good cause… they must have had too many cans writing this one. Just terrible communication.
‘If that’s a hidden message, I hate to think … etc …’
Or perhaps you just hate to think. The message is literally and explicitly hidden. That is in fact the idea, which you then go on to praise, but apparently did not actually understand.
It takes up a second or two of a 30 second message that is designed to look like a boring tourism ad. Or perhaps you did not notice that?
The problem with slipping a 2 second message into 28 seconds of what is that people are likely to let the whole thing wash over them and not somehow magically grab onto the 2 seconds you’d like them to.
Good idea well executed? And the mind boggles as to what you think would be a weak idea poorly executed.
@Concerned, @Bear and @Ouch – you’re wrong.
The ever widening gap between the toxic messages posted on this site and the comments of punters on YouTube shows just how out of touch with your own industry you haters are.
Looking at the comments from the ‘actual’ audience for this spot shows they’re engaged and responding positively to a solid execution of a clever idea.
Oh please. There are fewer comments on the Youtube than there are here. And at least half seem to be from people already engaged in organisations which are involved in dealing with domestic violence. A few comments from industry insiders is not a high level of engagement from the ‘actual’ audience.
You are kidding yourself if you think those 9 posts from 8 posters shows a wide audience is engaged and responding positively to this.
Making a non-personal criticism of work – such as pointing out that hiding a message inside another message may be counter-productive is not ‘hating’. Labeling every criticism as ‘hate’ is just being defensive, and it has become a convenient out for those who don’t have any answer to said criticism.
Sometimes less is definitely more. This is great.