Campaign subverts tourism ad iconography to highlight violence against women
Archibald / Williams has designed a campaign on behalf of clients White Ribbon Australia to raise awareness of violence against women by subverting the conventions of an archetypal tourism advert.
The TV spot is supported by executions across billboards, radio, press, posters, digital communications, social media and the campaign website.
"The issue of male violence against women is real and insidious, but the extent to which it exists, and its impact in Australia is still largely hidden,” said Libby Davies, CEO at White Ribbon Australia.
“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."
Bram Williams, partner at Archibald / Williams said: "The campaign is designed to create some noise around a subject that for too long has been Australia's dark secret: the fact that behind the sparkle of our modern, sophisticated nation, violence against women is happening on a daily basis."
The website states that in excess of 79,000 people have pledged to support the campaign.