Respect Victoria unveils ‘Respect Is’ campaign against gender-based violence

Respect Victoria has tapped The Shannon Company to create its latest campaign, urging Victorians to stand up to violence against women.

The new campaign is the latest in a series of initiatives by Respect Victoria designed to prevent all forms of violence, and has been released amid United Nations Global 16 Days of Activism against Gender-Based Violence.

The Shannon Company, a specialist behaviour change communications agency, took the lead on the creative.

The Shannon Company managing partner, behaviour change, Michael Daddo, said the campaign aims to educate and inspire the community on what respect means – in its many forms. 

“It might be choosing not to laugh at jokes that put women down, letting people be themselves or championing equal pay for equal work,” he said.

“Lack of respect is at the heart of violence against women, and the challenge is to go way beyond simple awareness and inspire people to call it out wherever and whenever they see it. “

The Shannon Company secured Victorian actor and musician, Zindzi Okenyo, to voice the campaign.

The ‘Respect Is’ campaign is running across regional TV, radio, print, digital and social channels in six languages, for a period of 16 days ending 10 December 2020.

Mumbrella understands the media spend for the campaign was around $400,000 for the 16-day period.

Respect Victoria is encouraging social media response to the campaign via the tags #RespectIs #16DaysCampaign and #CallItOut.


Client: Respect Victoria

Kerry Grenfell, Luke Butler, Natasha Darrigan, Chloe Papas and Laura Gillis.
Creative: The Shannon Company
Strategy: Michael Daddo, Lily Tidy
Creative Director: Stuart Nightingale
Creative Team: Jaksen Daddo, Harry Bastin
Client Engagement: Kate Griffiths, Gemma Clancy
Producer: Jo Theoharis

Collaborators: It’s All Good (animation); Mediacom (Media)


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