Victoria Against Violence and Taboo launch #OrangeCard to change the conversation

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image003.jpgTaboo has launched the #OrangeCard as part of Respect Victoria’s ‘Victoria Against Violence’ 16 Days of Activism, enabling and encouraging Victorians to take an active stance against the cultural drivers of family violence.

 

Inspired by the penalty card warning in football, #OrangeCard is an ambassador-led social campaign that gives Victorians a non-confrontational way to stand up against disrespectful behaviour. Orange is also the universal colour representing a global movement to end violence against women, symbolising a brighter future for all women.

 

Melbourne agency Taboo developed the campaign after being appointed through a competitive pitch back in September. Over 20 ambassadors put their hand up for the campaign, including comedian and radio host Jo Stanley, AFL captain Nathan Jones, Paralympian Jessica Smith and entrepreneurs Stef and Jess Dadon.

image004.jpgSays Andrew Mackinnon, managing director, Taboo: “Family violence is a national emergency in this state and across Australia. There is an urgent need for change. All forms of violence are unacceptable, yet family violence is pervasive – and there’s this myth that it only affects a certain demographic, while the opposite is actually true.

 

“From the moment the Orange Card idea was born, it immediately felt like a simple and easily adoptable tool for changing the conversation. It’s been incredibly satisfying watching this idea get picked up in the vernacular, and it feels as though it now has a life of its own.”

 

To coincide with the campaign launch on the International Day of Elimination of Violence Against Women and Girls (25 November), the Arts Centre Melbourne’s Spire, AAMI Park and the Museum of Contemporary Art Australia lit up orange. The Melbourne Star turned orange to close the campaign on International Human Rights Day.

Client: Victoria Against Violence

Julia Knight – Manager Communications (Respect Victoria)

Lauren Coutts – Acting Manager Communications (Office for Women)

Jess Shulman – Senior Communications Advisor (Office for Women)

Luke Butler – Senior Communications Advisor, Campaign Manager (Respect Victoria)

 

Creative Agency: Taboo

Managing Director: Andrew Mackinnon

Creative Director – Nick Jamieson

Copywriter – Claudia Sarosiek

Art Director – Steph Kitchin

Client Services Director – Khia Croy

Senior Account Director – Ollie Reeves

Senior Account Manager – Sarah Gates

Digital Strategist – Tatum Ambler

Junior Strategist – Sienna Giraldi

Producer – Gavan Dawe

 

Photography – Cameron Grayson

DOP – Thuy Vy

 

Featured ambassadors in hero video:

Bernard Curry – Actor, TV Host and Singer

Jo Stanley – Comedian, TV Host and Creator of Play Like a Girl Book Series

Stacey Christie – Travel Blogger & Accessibility Activist

Nathan Jones – AFL Captain, Father and Husband

Stef Dadon & Jess Dadon – Creators How Two Live and Footwear Label TWOOBS

Maker Mayek – Human Rights Advocate & Lawyer

Moana Hope – AFLW Player

Angela Pippos – Sports Journalist, TV and Radio Presenter, Documentary-Maker & Author

Zara McDonald & Michelle Andrews – Hosts of Shameless Podcast