White Ribbon campaign uses tourism focus to uncover Australia’s “dark secrets” of violence

White Ribbon Australia has launched their latest campaign, a fake Australian tourism commercial, as means of promoting the issue of violence against women in Australia.

The commercial, created by Sydney creative agency Archibald / Williams, features beautiful shots of Australian beaches and Sydney Harbour before the narration, which echoes the tone of recent tourism ads, says: “(Australia) where one woman a week dies from an act of domestic violence.” The campaign describes this as Australia’s “dark secret”.

The ad concludes with the narrator telling viewers: “With a continent of unexplored wilderness, a coastline of deserted beaches and modern bustling cities, Australia’s secrets have many places to hide.”

Bram Williams, Partner at Archibald / Williams said: “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.”

The commercial is also supported by a outdoor, radio, press, posters, digital communications, social media and a website, all built around the idea of “uncovering secrets”. The website,, allows users to click on an Australian map and read uncovered secrets of domestic abuse from different parts of Australia.

Libby Davies, CEO at White Ribbon Australia said: “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.”


  • 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 Studios

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