ABOUT

VIOLENCE AGAINST WOMEN
CLIENT: FEDERAL GOVERNMENT AUSTRALIA

Objective: Nearly one in three women are killed in Australia by a partner or an
ex partner every week. We needed to educate influencers (primarily parents) that it’s the gender stereotypes that we unknowingly inflict upon our children that is allowing the seeds of violence to grow.

Idea: Let’s stop it at the start. In this idea we literally show people that their seemingly harmless, throw away comments are raising a new generation of abusers and victims. It sets out make parents realize that the old ‘boys will be boys’ mentality, or, ‘he’s does it because he likes you’ is far from harmless. The long-term goal here is for