The campaign was developed by The Shannon Company.
Victorians are being urged to take a stand against sexism as part of this year’s United Nations Global 16 Days of Activism against Gender-Based Violence.
The campaign developed for Respect Victoria, by The Shannon Company (TSC), is the latest in a series of initiatives designed to prevent all forms of violence against women.
TSC managing partner, behaviour change, Michael Daddo, says the Respect Is campaign aims to educate and inspire the community on what respect means – in its many forms.
“It might be choosing not to laugh at jokes that put women down, letting people be themselves or championing equal pay for equal work,” Daddo says.
“Lack of respect is at the heart of violence against women, and the challenge is to go way beyond simple awareness and inspire people to call it out wherever and whenever they see it. “
Victorian actor and musician, Zindzi Okenyo, is the voice behind the Respect Is campaign.
The campaign will run through to December 10 across regional TV, radio, print, digital and social channels in six languages.
CLIENT: Respect Victoria
Kerry Grenfell, Luke Butler, Natasha Darrigan, Chloe Papas and Laura Gillis.
CREATIVE: THE SHANNON COMPANY
Strategy: Michael Daddo, Lily Tidy
Creative Director: Stuart Nightingale
Creative Team: Jaksen Daddo, Harry Bastin
Client Engagement: Kate Griffiths, Gemma Clancy
Producer: Jo Theoharis
COLLABORATORS: It’s All Good (animation); Mediacom (Media)