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 To make familiar symbols of power outdated, making way for a more inclusive brand of power.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.
Credits:
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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topics
BMF
Licia Heath
Mandy Galmes
Pia Chaudhuri
Sefiani
Sefiani Communications Group
UN Women
UN Women Australia
Women for Election
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