The UN Women Australia branch has turned the phrase ‘she’ll be right’ on its head to draw attention to gender inequality in Australia and question when problems in society will be actively addressed.
The campaign slowly builds as actor Miah Madden uses ‘she’ll be right’ to first address small problems such as losing a ball over the back fence, and then stoically using it as a response to statistics such as women having a one in three chance of being assaulted or becoming the one woman a week killed by a man she knew.
Asking ‘When will she be right?’, the campaign uses the phrase to highlight that Australians often fail to set timeframes on goals and expect to happen in time.
ADVERTISEMENT
The UN’s Sustainable Development Goal number five is for gender equality to be reached by 2030, however the world economic forum expects it not to be reached for another 99.5 years.
UN Women Australia is aiming to put women’s equality at the top of the UN’s agenda.
UN Women Australia’s executive director, Janelle Weissman, explained: “Gender equality has been on the agenda for a long time; from the Suffragettes to the #metoo movement.
“With seemingly so much momentum, it is easy to think that equality is around the corner, just a generation away perhaps. Yet at our current rate of progress, it will take 99.5 years to achieve gender equality.
“That means your children, and your children’s children and even their children will not grow up in an equal world. That means that another six billion, nine hundred and thirty million girls will be born into an unequal world.”
UN Women Australia advisor, Sunita Gloster, added: “Gender inequality is the biggest human right’s issue of our time. It impacts all of us. This work enables UN Women Australia to sustain the campaign that is raging on this issue and call for accelerated action for the empowerment of women and girls, every day. That’s what it’s going to take.”
The campaign was created by The Monkeys and directed by Madeline Kelly from Rabbit Content.
“Australians say ‘She’ll be right’ to dismiss problems we think will fix themselves with time; it’s a cultural complacency that things will sort themselves out, at some point. But for women’s rights, that point is still 100 years away,” said creative Lizzie Wood.
The campaign will appear on broadcast TV, social, digital and out-of-home.
Credits
Client: UN Women Australia
Executive Director UN Women National Committee Australia: Janelle Weissman
Advisor UN Women National Committee Australia: Sunita Gloster
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Head of Account Management: Belinda Drew
Executive Creative Director: Vince Lagana
Creative Team: Katie Kidd, Lizzie Wood, Connor Beaver & Scott Zuliani
Content Manager: Samantha Packham
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Senior Producer: Tanith Williamson
Senior Producer: Claudia Brookes
Senior Planner: Charlotte Marshall
Social Strategist: Charlotte Goodsir
Digital Design Lead: Eva Godeny
Senior Designer: Lauren Elliot
Designer: Tchaan Wilson-Townsend & Nano Palomares Pazos
Production Company: Rabbit
Director: Madeline Kelly
Executive Producers & Producers: Alex Hay & Lucas Jenner
DoP: Alex Serafini
Post House: Arc
Editor: Phoebe Taylor
Colourist: Billy Wychgel
Online: Viv Baker
Casting: Peta Einberg @ Peta Einberg Casting
Sound post production: Sonar Studios
Illustrators/Artists:
Kate Pullen
Cass Stevens
Janine Wareham
Minky Stapleton
Ben Leon
Serval Fandango
Kyle Bonzaier
The Tilbury Press