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White Ribbon Australia taps Innocean for brand communications

Gendered violence advocacy group, White Ribbon Australia, has appointed creative agency Innocean Australia to handle its national brand strategy and communications, effective immediately.

The new partnership extends on Innocean’s recent work with the organisation to develop a new brand architecture, communications plan and content strategy. The work so far has focused on bringing greater focus to thought leadership and primary prevention when it comes to addressing domestic violence.

White Ribbon was acquire by Western Australian support service Communicare in 2019.

Men will be the key audience of White Ribbon’s work with Innocean, with the results of the last Global Institute for Women’s Leadership Survey revealed that 30 per cent of Australian men believe “women who say that they were abused often make up or exaggerate claims of abuse or rape”. Australia is also the second highest ranked country in the world when asked if it was acceptable to use sexist or misogynistic language online, with 14 per cent saying it was acceptable compared to the global average of 8%.

“At White Ribbon Australia we employ a variety of programs and strategies to impact actionable change, 365 days a year. From community engagement activities and prevention strategies, to our collective efforts in advocacy – such as including coercive control into legislation – we’re working hard every day to end men’s violence against women. Innocean will be key in us achieving this goal and ensuring men have a role to play in both the conversation and creating change,” White Ribbon Australia national director, Allan Ball, said.

“In Jasmin Bedir and her team at Innocean we have found a partner that genuinely understands how to build brands, shares our view on the job at hand, and is well versed in messaging around gender equality.”

Innocean CEO, Jasmin Bedir, said: “When we met the team from White Ribbon in 2022 we immediately clicked and started bouncing off each other. This is an organisation that shouldn’t exist, yet we need it to exist right now and do the heavy lifting with its advocacy and prevention to stop men’s violence against women. We are incredibly excited to work with White Ribbon and help them connect with Australians on a deeper level and to put an end to men’s violence against women.”

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