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Viewers given seven seconds to stop sexist behaviour in interactive OurWatch ads

Thinkerbell and Ourwatch, the national body for the prevention of violence against women, have created a series of campaign videos which help Australians recognise and combat sexist behaviour.

The interactive campaign tells the viewer they have seven seconds to do something after someone makes a sexist gesture or comment, encouraging people to speak up.


The doing nothing does harm campaign features five videos which depict common scenarios where sexist comments are made about women looking after children, women not being able to run companies and objectifying a woman in a restaurant.

OurWatch’s website also offers advice on how to show sexist comments aren’t acceptable, how to support women and how to speak up.

During the YouTube ads viewers are prompted to “do something” after someone has made a sexist comment, by clicking a prompt on the top left corner of the screen.

The ending of the ad depends on whether or not viewers click the button.

The YouTube prompt during the ads

The campaign was created after research found 79% of Australians want guidance on how to take positive bystander action. The research also found that only 14% of people were likely to react to sexist behaviour.

Natasha Stott Despoja, chair at OurWatch, said in a statement: “We know from our research that disrespectful attitudes and behaviours are part of the culture that can drive violence against women. When everyday signs of disrespect go unchallenged, it is normalised, excused and tolerated.”

Adam Ferrier, founder of Thinkerbell, added: “We wanted to create a campaign that mimics real life. This work both captures the awkwardness, and harm, that occurs when people choose to do nothing, however it also rewards people for taking action – in that they will witness less sexist behaviour if they do.”

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