Australian Government | Department of Communities & Justice
In Australia, one woman per week dies from domestic violence. And with increased tensions caused by Covid-19, this figure is increasing.
Despite the evidence indicating a spike in abuse during the pandemic, fewer people are asking for help. So we created a call-to-action-focused campaign to inspire victims to reach out for support, ensuring them that there is always someone who can listen and take action.
Role: Art Director
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Awarded “Agency Campaign of the Year”
Premier’s Multicultural Communications Awards 2020
Originating as single social post, we developed a through-the-line campaign targeting audiences from culturally and linguistically diverse backgrounds.
In addition to physical and sexual violence, people from diverse backgrounds are particularly vulnerable to financial abuse, reproductive coercion, and immigration-related abuse, due to cultural and linguistic barriers.
For our key visuals, we opted for portrait photography featuring different individuals from a variety of demographics – from middle-aged Asian, to young Indigenous Australian and older Middle Eastern.
In each, typography is painted across their lips, almost as though in protest, to suggest that, even with a closed mouth, there are always ways to speak out and receive support.
Community leaders were engaged for cultural testing and the ads were translated into Arabic, Chinese, Hindi and Punjabi to ensure the best possible reach.
Using strategic, geotargeted media placements, we were able to reach the most prominent ethnic groups of any given location across NSW.
The work was awarded “Agency Campaign of the Year” at Premier’s Multicultural Communications Awards 2020.
”The PMCAs recognise the valuable contribution multicultural media and marketing plays in our society by connecting people to their culture, identity, and language. These awards celebrate and recognise the important role journalists, editors and publishers in print, radio, television and digital media play. They also honour innovative and creative marketing campaigns that inspire social cohesion and community harmony.”