Our Watch & Thinkerbell call on men to ‘do something’
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Community organisation Our Watch has released a new series of ads to encourage men to ‘do something’ when they witness sexist behaviour as part of its national Doing Nothing Does Harm campaign.
Our Watch was created to drive nationwide change in the culture, behaviours and attitudes that lead to violence against women and children.
The new work comes from Thinkerbell and is based on research that 75% of Australians want practical advice on how to respond to casual sexism, without being perceived as a ‘party pooper’ and that only 14% of Australians felt confident in calling out disrespect towards women.
The campaign features common scenarios where male bystanders witness women being talked down to, degraded, or objectified by other men. Using a ‘time slider’, the ads show the difference between men doing nothing in such a situation versus taking positive action, highlighting the moment of regret when you don’t do something and educating the viewers on what actions they can take when they next find themselves in a similar situation.
The ads will be broadcast on Catch Up TV, YouTube and social media, as well as out-of-home in and around football stadiums.
Our Watch CEO, Patty Kinnersly, said the new campaign speaks to the idea that men often recognise that certain attitudes and behaviours are disrespectful to women in the moment but don’t know what to do.
“What came out strongly in the market testing for this iteration of the campaign was that men recognised that something was sexist but didn’t know what to do in response,” said Kinnersly.
“There was also a feeling of regret for not knowing how to call out it out, this campaign shares a host of ways they can do something.”
Credits
Client: Our Watch
Creative Agency: Thinkerbell
Media Agency: Carat
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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