Respect Victoria retains The Shannon Company as its creative agency

The Shannon Company has retained the creative account for Respect Victoria, following a competitive tender process.

The agency first won the account through a tender in 2016. It was responsible for the ‘Respect Women: Call it Out’ campaign which targeted domestic violence, and sexist behaviour in cafes, bars and public transport.

Respect Victoria CEO, Tracey Gaudry, praised The Shannon Company for its partnership and efforts in raise awareness of the different forms of domestic violence.

“Lack of respect for women is a critical factor in family violence, and we know that while we’re dealing with complex, multifaceted issues, we’re seeing encouraging changes that show we’re on the right track,” she said.

“The Shannon Company both in their work with us and through the very rigorous tender process, demonstrated their knowledge of the sector, and how to use their expertise in behavioural science to inspire change through all communication platforms.

“Our challenge goes way beyond simple awareness; it’s about understanding the complex drivers of behaviour and achieving actual behaviour change in things like willingness to ‘call out’ a lack of respect for women.”

The Shannon Company prides itself on producing behaviour change communications. Its work for Respect Victoria has often targeted men, encouraging them to act when sexist behaviour is taking place. Most recently, The Shannon Company produced a campaign for Respect Victoria that educated Victorians on how respect for women can manifest in a variety of ways.

The Shannon Company managing partner, Michael Daddo, said he was proud of the work the agency had produced for Respect Victoria.

“Through our collaboration with sector stakeholders and our own behavioural change research, we know that respect for women, gender and older people, and encouraging people to ‘call it out’ when it’s lacking, are keys to the long term and sustainable prevention of family violence,” Daddo said.

“The renewal of our relationship with Respect Victoria through the tender is another indicator of the strength of our rigour in using behavioural science, and our creativity in inspiring positive behaviour change.”


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