Background

Men’s violence against women is at epidemic proportions in Australia, with one woman killed every nine days by a current or former partner. White Ribbon was committed to ending men’s violence against women. But unfortunately, a series of events meant that it had lost its leadership and voice in this space.

 
 

Men weren’t engaging.

Challenge

Despite domestic violence reaching epidemic proportions, men just weren’t engaging in the conversation.

 

Men didn’t understand their role.

Insight

Men’s violence against women is a men’s issue, and without them there is no cure.

 

Daily Issue - News Paper

Solution

We conducted a survey that led to a creative solution where we combined artifacts from society, the excuses men were using to not get involved, and statistics about the challenge.

The idea was that for men ‘There’s no good excuse” anymore to not be involved. The campaign spanned TV, Radio, OOH, PR, Social and Digital incl:

  • 1,000 - 200-page newspapers with men’s excuses plastered over JUST 1% of the 48,000 articles published about the topic, including statistics from our study.

  • A digital tool that showed men just how close violence against women was to their lives and loved ones.