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Recent research from Our Watch – Australia’s national body for the prevention of violence against women – found that only 14% of Australians are likely to act when they see disrespect towards women.

To change this behaviour, we partnered with Google to create a series of interactive YouTube pre-roll ads that weaponised retargeting to help Australians do something when they witness disrespect towards women.

The interactive videos challenge viewers to click “do something”, using YouTube’s Info Cards, when the conversation turns disrespectful. The conclusion of each video is dependent on the viewer’s choice of action - or inaction.

If the viewer chooses to ‘Do Something’, they will be rewarded with being ‘de-targeted’, so that they will never see our ads again. If they choose to do nothing, then they will continue to be retargeted - seeing more of our ads (and the sexist behaviour) again and again, encouraging them to do something.