Racheal Lee
Oct 31, 2013

White Ribbon Australia plays on tourism ads to highlight violence against women

AUSTRALIA - White Ribbon Australia has launched a campaign that cleverly disguises a message about violence against women in the trappings of a scenery-filled tourism commercial.

Libby Davies, CEO at White Ribbon Australia, noted that the issue of male violence against women is real and insidious, but the extent and impact of the issue is still largely hidden.

“The launch of Australia, Land of Secrets, on the eve of White Ribbon Day, calls on men, women and the whole community to help uncover Australia’s dark secret, raise awareness and act to stop violence against women,” she said.

Archibald/Williams created a 30-second television commercial for the campaign, which gives a feeling of an archetypal Australian tourism ad to encourage the audience to marvel at the country’s beauty and its undiscovered secrets. Among the stunning scenery, it reveals a dark secret: “One Australian woman a week dies from an act of domestic violence”.

Other elements of the campaign include 10-second digital billboard and LED screens in shopping centres, radio, press, posters, digital communications, social media and an online destination that encourages viewers to get involved.

Bram Williams, partner at Archibald/Williams, said the campaign is designed to create noise around, “The fact that behind the sparkle of our modern, sophisticated nation, violence against women is happening on a daily basis".

The campaign was revealed yesterday and will run through until next quarter.

Writer Jonny Browne
Art director Mark Held
Creative directors Jonny Browne and Mark Held
Director Josh Whiteman
Sound/design/music Noise
Voice talent Brendan Cowell
Producer Alex Mooney, Window Productions
Editor Suga Suppiah, Method Studios
Post production Method Studios

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