Women are 14 times more likely to die in a natural disaster. BMF's ad for the UN Women National Committee wants to prevent violence toward women in the wake of conflict and disasters.
Women are 14 times more likely to die in a natural disaster. Then there’s the added threat of sexual assault and violence.
These threats increase in darkness, so the UN Women National Committee Australia launched an ad campaign to coincide with International Women’s Day to show how something simple like a solar lantern can have an impact on women in need.
The pro-bono ad, created by BMF, aims to raise awareness and help people empathise with the dangers women face in disaster, crisis and conflict settings.
With more awareness the UN committee hopes to reduce the number of preventable female deaths and prevent violence against women and girls following natural disasters.
Janelle Weissman, executive director of the UN Women National Committee Australia, says: “To leave no woman behind is to consider the unique needs of women and children in the wake of emergencies and to include, listen to and respect women’s voices as leaders and agents of change in planning for and responding to crises. It is only then that we give whole communities the best chance at recovering following conflict and disaster.”
BMF deputy ECD Jen Speirs adds: “We hope one woman’s story, told in darkness and shadows will cast light on the fact something as basic as a solar lantern can help reduce the risk of sexual abuse, domestic violence and threats to women in the aftermath of natural disasters. Our donations can help stop these preventable tragedies from occurring.”
Executive Creative Director: Alex Derwin
Creative Director: Jen Speirs
Creative Team: Millicent Malcolm and Emily Field
Strategic Planner: Kellie Box
Managing Director: Steve McArdle
Group Account Director: Liz Ainslie
Account Executive: India Gates
Agency Producer: Brooke Mather
Production Company: BMF
Editor: Al Moore
Sound and Music: Rumble Studios