Monash University’s political campaign cleared by ad watchdog as violence is ‘justifiable’
Monash University’s ‘If you don’t like it, change it’ campaign, which uses footage of tough issues like climate change, gun laws, war, drugs, poverty and terrorism, has been cleared by the ad watchdog despite complaints suggesting it as “inappropriate” and “glorifying a cowardly and illegal act”.
The ad, which was created by Y&R, aimed to promote the idea that anybody with an education can help influence the world for the better, and included shots of a man in a black hood punching someone, guns, riots, drugs, bombings, injured people in war zones, body bags and an elephant falling to the ground.
Monash University strongly disagreed with the complaint stating the ad did not glorify violence. Instead, the advertiser said, it used information to raise awareness of social issues.
“The relevant footage was not created for the sake of portraying violence in the advertisement; rather, it has been taken from actual news broadcasts and presents an accurate depiction of real world issues in a manner which is informative to the viewer and frames the issue for reflection and consideration.
“It is used to convey the message that education and research is a route to positive change and should be considered as an alternative to current (inadequate) resolution mechanisms such as violence.”
The university also noted that there is a warning at the beginning of the ad which says “Some may find the following disturbing.”
Ad Standards said although some violence is seen in the ad, the scenes are “fleeting” and they change quickly. In addition, the behaviour seen on screen is depicted as unacceptable.
Dismissing the complaints, Ad Standards said: “The advertisement portrayed violence in a manner which was justifiable in the context of the product or service advertised.”
Last month, Ad Standards banned an iSelect ad which showed a woman smashing an Easter Bunny shaped pinata after receiving bad news about rising insurance premiums. The watchdog upheld the complaints because the “violence portrayed in the ad was unjustifiable”.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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