To rally the country to get behind the UN’s goal of achieving equality for women globally by 2030, UN Women Australia has unleashed ‘When Will She’ll Be Right?’, a powerful campaign that focuses the spotlight on gender inequality in Australia.
Created by The Monkeys, part of Accenture Interactive, the campaign hijacks the popular Australian saying, “She’ll be right”, to dismiss problems we think might be fixed in time, turning the motto into an important question of not only how, but also when.
The UN’s Sustainable Development Goal #5 is for gender equality by 2030, yet according to the World Economic Forum, this goal will not be reached for another 99.5 years.
"Australians say ‘She’ll be right’ to dismiss problems we think will fix themselves with time; it’s a cultural complacency that things will sort themselves out, at some point," The Monkeys creative Lizzie Wood says.
"But for women’s rights, that point is still 100 years away."
UN Women Australia is eager to push women’s equality to the top of the agenda and accelerate efforts and do 100 year’s of work in 10.
“Gender equality has been on the agenda for a long time; from the Suffragettes to the #metoo movement," UN Women Australia executive director Janelle Weissman says.
“With seemingly so much momentum, it is easy to think that equality is around the corner, just a generation away perhaps. Yet at our current rate of progress, it will take 99.5 years to achieve gender equality.
“That means your children, and your children’s children and even their children will not grow up in an equal world. That means that another six billion, nine hundred and thirty million girls will be born into an unequal world.”
Directed by Madeline Kelly from Rabbit Content, the campaign stars actor Miah Madden.
It will air across broadcast television and will be supported by social, digital and out of home advertising.
The Monkeys Head of Account Management, Belinda Drew, adds: “Together, we can achieve a seismic shift and not wait around for the incremental change.”
UN Women Australia advisor Sunita Gloster adds: “Gender inequality is the biggest human right’s issue of our time. It impacts all of us. This work enables UN Women Australia to sustain the campaign that is raging on this issue and call for accelerated action for the empowerment of women and girls, every day. That's what it's going to take.”
Client: UN Women Australia
Executive Director UN Women National Committee Australia: Janelle Weissman
Advisor UN Women National Committee Australia: Sunita Gloster
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Head of Account Management: Belinda Drew
Executive Creative Director: Vince Lagana
Creative Team: Katie Kidd, Lizzie Wood, Connor Beaver & Scott Zuliani
Content Manager: Samantha Packham
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Senior Producer: Tanith Williamson
Senior Producer: Claudia Brookes
Senior Planner: Charlotte Marshall
Social Strategist: Charlotte Goodsir
Digital Design Lead: Eva Godeny
Senior Designer: Lauren Elliot
Designer: Tchaan Wilson-Townsend & Nano Palomares Pazos
Production Company: Rabbit
Director: Madeline Kelly
Executive Producers & Producers: Alex Hay & Lucas Jenner
DoP: Alex Serafini
Post House: Arc
Editor: Phoebe Taylor
Colourist: Billy Wychgel
Online: Viv Baker
Casting: Peta Einberg @ Peta Einberg Casting
Sound post production: Sonar Studios
The Tilbury Press
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