Women’s Health Victoria and The Shannon Company rally against sexism in ads

Women’s Health Victoria and The Shannon Company are taking aim at the way women are portrayed in advertising, kicking off a campaign that calls for brands to stop making ads that promote gender inequality and a culture of violence against women.

The film, titled ‘ShEqual’, points directly to advertisements that sexualise women, and depict women and young girls cleaning and being the carers of others, as well as ads that reinforce hyper masculine, male stereotypes.

The two organisations came together through an alignment of mandates. Women’s Health Victoria is a statewide not-for-profit woman’s health promotion, advocacy and support service. The Shannon Company is member of an advertising industry collective of agencies and professionals which works towards a change in how women are represented in ads.

Women’s Health collaborated with the agency on developing the brand narrative and tone of voice that went into the video assets.

‘ShEqual’ was created by an all-female team from the Shannon Company, including communications and digital director, Lily Tidy, Kate Griffiths, Bridget Cull and Kim Hellier.

Tidy said the industry needs to be challenged.

“Advertising has the power to shape society and how we think and feel, and this initiative is designed to encourage the industry to play a positive role in encouraging gender equality, rather than what at times it currently does, and that’s reinforce gender stereotypes,” she said.

“This work is really designed to challenge the industry to consider the links between sexist ads, gender inequality, lack of respect for women and ultimately violence against women.”


Women’s Health Victoria
Mischa Barr, Linden Deathe, Alyssa Shaw

The Shannon Company
Strategy: Lily Tidy, Kate Griffiths
Creative: Bridget Cull, Kim Hellier

The Producers
Vic Conners, Lou Quill


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.