The ‘Walk like a Woman’ campaign is an immersive 3D soundscape recorded with a series of omni-directional microphones that lets men step into the shoes of women.
Charity organisation Plan International Australia is showing men what it’s like to ‘walk like a women’ on the streets at night in a new campaign.
Created by Cummins&Partners and Risk Sound, the work features a 30-second video and music track with the sounds women hear when walking alone at night.
From a pounding heart at every strange noise to a firm grip on keys interwoven between figures, the spot seeks to highlight the reality in order for men to better understand.
It came following a 2018 study of 38 countries that found Australia had the largest gap between how men and women feel about their safety when walking alone at night, with many women reporting they felt under threat.
“Women have been told for decades to modify their behaviour to stay safe, but now it’s time for men to do their bit to help women feel safer too,”Cummins&Partners copywriter Michelle Canning said.
“This incredibly realistic audio track not only gives them first-hand experience, but is also a way to help rectify the problem, with simple behavioural change suggestions sourced from Plan International’s group of female youth activists.”
Plan International Australia CEO Susanne Legena said the campaign speaks to the growing movement of men who want to help young women feel safe, and be allies for gender equality.
“The tragic death of Aiia Maasarwe in Melbourne brought the issue of safety for young women to the forefront,” Legena said.
“We know from our Unsafe In The City research on street harassment that many young women are scared walking around their cities – some women in Sydney told us they avoid certain places, or stopped studying or working because they felt unsafe.
“Making our cities safer and more equal is critical to improving access for everyone to education, work and their communities, particularly girls and young women.”
The campaign rolls out across Spotify, outdoor, catch-up TV, digital and social.
Client: Plan International Australia
Sound House: Risk Sound
Sound Designer: Liam Annert
Creative Director: Sarah McGregor
Senior Copywriter: Liam Jenkins
Copywriter: Michelle Canning
Art Director: Ben Horewood
Designers: Ellena Mills, Sarah Skotnicki and Amber Hunter
Senior Integration Manager: Kara Brumfit
Integration Manager: Bec Gehrig
Connections Planning Manager: Will Millar
Digital Designer and Developer: Chris Staring