Women for Election encourages women to enter politics in new ad

Women for Election has released a campaign ahead of Australia’s election season officially kicking off to encourage more women to enter politics.

The campaign was created by BMF and is supported by UN Women Australia.

In the 54-second spot, the campaign explore what power looks like, showing a knight on horseback and a mahogany desk. Images of women are then shown, with the voiceover: “There’s a new kind of power on the rise”.

BMF executive creative director Pia Chaudhuri commented: “Gender equality is 134 away in Australia, which means none of us will ever see a gender equal society. But the fastest way to reduce this number is to get more women into public office – to give them a seat at the table where legislation is created, and major societal decisions are made. With more women in power, we can bring this number down to 10 years. But the challenge is inspiring women to take up these positions in the first place.

“We realised the reason most women don’t enter politics is simply because, for centuries now, power has been branded as male. So, we decided the only way we’ll ever truly achieve our goal, is to rebrand power itself. To make familiar symbols of power outdated, making way for a more inclusive brand of power. This is obviously a huge ambition. That’s why this is the start of a 10-year campaign – one that will only finish when we’ve reached gender equality. Ultimately, we want both the platform and concept of ‘Power Like You’ve Never Seen’ to become redundant in the not-so-distant future.

Women for Election CEO Licia Heath said: “Australians are ready for more women in office; in order to make that vision a reality in future elections, we need to change our idea of what power looks like in Australia. We’ve seen women reclaim it by marching in Canberra, and now we want them to exercise it by taking a seat in each of Australia’s political chambers, be that Council, State or Federal.”

Sefiani Communications Group managing director and partner Mandy Galmes added: “Forget business-as-usual, Australians are turning their eyes to the future and want nothing as usual. As a nation we are ready for a new era of gender equity in political leadership. To achieve this we need to reconsider what traditional power looks like and support women around the nation who have the leadership skills and experience to play an active part in our political future.”

The campaign launches Feb 7 on television, social and digital out-of-home around the nation. It is further supported by PR, social & influencer as well as a microsite.

Last year UN Women launched the Australian chapter of the Unstereotype Alliance, a global coalition that aims to tackle harmful stereotypes in advertising and media content. Earlier in the year, UN Women Australia released the ‘She’ll be Right’ campaign via The Monkeys.

This article has been updated with comment from Sefiani.


Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Executive Creative Director: Pia Chaudhuri

Senior Art Director: Nadia Ahmed

Senior Copywriter: Ellie Jones

Head of Art & Design: Lincoln Grice

Designer: Alex Kidd

Strategy Director: Rachel White

Account Manager: Lauren Mayne

Head of TV: Jenny Lee-Archer

Production Director: Karen Liddle

Finished Artist: Holly Jones

Creative Services Director: Clare Yardley

Client: Women for Election & UN Women Australia

Women for Election CEO: Licia Heath

Campaign Advisor Simone Bartley, THE BR&ND CO

UN Women Australia CEO: Simone Clarke

Brand Agency: THE BR&ND CO

PR, Social and Influencer Agency: Sefiani Communications

Media Agency: Havas Media

Digital Agency: Apparent

Research Agency: Fifty5Five

Production Company: Sweetshop

Director: Phebe Schmidt Managing Director: Edward Pontifex Executive Producer: Greg Fyson

Producer: Tom Davies

1st AD: Will Storr

DOP: Matthew Jenkins, Brad Jarrett

1st AC: Marco Mitchell

Gaff/ Grip: Dan Carr, Tommi Hacker

Art Director: Isabella Connelley, Jade Florence

Art Department Assistant: Anita Shao, Louisa Weichmann, Eve Maxwell, Morgan Massey

Wardrobe: Tanya Mudariki

Make-Up: Georgia Gaillard

Runner: Julia Enter

Executive Producer: Daniel Fry, ARC

Producer: Robyn Cummins, ARC

Editor: Brad Jarrett, Bella Walker

Online Artist: Patrick Campbell

Colourist: Dan Molony

Sound Production: Otis Studios

Music: Otis Studios

Casting Director: Megan Darcy from Nick Hamon Casting


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