UN Women Australia has created a TikTok dance which incorporates self-defence moves to encourage female empowerment.
The #EmpowerMoves campaign, which coincides with International Day of the Girl, encourages girls and women to showcase their strength and support for an equal future by sharing their recreations of the dance on TikTok using the hashtags #EmpowerMoves and #Dayofthegirl.
The #EmpowerMoves dance is a choreographed sequence of basic self-defence moves using choreographer and entrepreneur Karla Mura, with the direction of self-defence workshop She Fights Back, and the music of Australian singer-songwriter Wafia.
“The challenges girls face are unrelenting, some we could have never imagined, but they are resilient and deserve to celebrate their strength,” says UN Women Australia CEO Simone Clarke.
“When the world is safe and equal for girls – we will dance for joy. Until then, girls can dance to be fierce, dance to be powerful, and dance to show their voice for the equality they deserve.”
UN Women Australia enlisted The Monkeys, part of Accenture Interactive Group, to create the #EmpowerMoves campaign with support from TikTok and Edelman, as well as UM as the media agency.
“#EmpowerMoves is designed to be both uplifting and thought provoking. And while the combination of dance and self-defence is by no means a solution to the wider problem, it’s the beginning of an important cultural conversation for girls,” says The Monkeys, part of Accenture Interactive Group chief creative officer Tara Ford.
“A positive step towards not only personal confidence, but a greater awareness of the larger societal issue many girls and women face every day.”
Media owners have also backed the campaign with Seven Network, Nine Network, Network 10, Google, Mamamia, Nova Entertainment, Southern Cross Austereo, and oOh!media all donating media for the campaign.
“#EmpowerMoves invites girls to have some fun and create a movement and conversation about gender equality,” says Sunita Gloster, industry commentator and advisor to the UN Women Australia.
“It’s their language and their message, on a platform they live on. An equal future needs the voices of our girls and young women to be heard and heralded now. We have seen how potent this generation is at driving change.”
Client: UN Women Australia
UN Women CEO: Simone Clarke Advisor
UN Women National Committee Australia: Sunita Gloster
Creative Agency: The Monkeys, part of Accenture Interactive Group
CEO and Co-Founder: Mark Green
Group Chief Creative Officer: Tara Ford
Managing Director: Matt Michael
Head of Business Management: Belinda Drew
Creative Director: Barbara Humphries
Art Director: Fernanda Gil-Pier
Copywriter: Grace O’Brien
Social Strategist: Charlotte Goodsir
Business Director: Sarah Calver
Business Manager: Isabella Chidson
Senior Planner: Charlotte Marshall
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Producer: Cathryn Cooper
Digital Producer: Will Haslingden
Design Lead: James Halliday
Senior Designer: Megan Leckey
Senior Finished Artist: Leah Horsley
Senior Editor: Kyle Brandse
Media Agency: UM
PR Agency: Edelman
Production Company: The Kitchen Creative
Photographer/Director: Juli Balla
DOP’s: Dan Hilburn & Jeremy Shaw
Retouching: Cream Electric
Art Production Company: The Jacky Winter Group
Motion Designer: Duncan Brazzil
The Editors, Colourist: Greg Constantarous
Sound Studio: Song Zu
Music Supervision: Level Two MusicTRACK: Good Things (R3HAB remix) performed by WAFIA
Copyright Warner Music Australia, Sony Music Publishing & Kobalt Music Publishing
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