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”.

https://www.youtube.com/watch?v=WHdlwenLMcw

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.”