PART 1: OBJECTIVES/STRATEGY/IDEA
In 2021, Australia entered an undeniable gender reckoning. From CBD boardrooms to Canberra, gender inequality was everywhere.
Yet 1 in 2 men think we have done enough. In fact, Aussie men are the second highest to agree “gender inequality doesn't really exist” - one behind Saudi Arabia (IPSOS, 2022).
This is not surprising. Equality is a “women’s issue”.
We teach women to be more resilient, to learn self-protection, to use hand signals to save themselves.
Targeting one gender, we’re not solving the root issue.
PROBLEM: “It’s not me”
Extreme stories of misogyny have disengaged men. In their eyes, they are not the men making headlines.
Many want to help but don’t understand the experience of what women go through on an average day, or their unconscious contribution.
It was time to engage the missing audience: MEN.
OBJECTIVES:
Engage men in the conversation
(Impressions & engagements)
Encourage real action
(Dwell time & Partner engagement)
Enable organisations to educate their male workforce
(Enquiries)
This isn’t about finger pointing and victim blaming. In fact, aggression is the quickest way to lock men out.
We needed to give men permission to enter the conversation and support women 365 days a year.
INTRODUCING: BE THE CHANGE
An initiative motivating men to join the fight for gender equality.
We created a safe space to help guys see how common sexism is and what they can do about it. It was time to give men the tools to find their voice - and give women the day off.
PART 2: EXECUTION
We took guys on a journey from recognition to real change.
TEASE
In the contentious election, we asked provocative questions:
Why are we still asking Jenny? Would you really be smiling if you were Grace?
Where is the change?
Proof the problem was real.
RECOGNISE
The experiences of women are countless yet ignored. We turned white papers and interviews into a story men would listen to…a sitcom, using dark humour to disguise everyday misogyny.
In our double-layered film, we distracted people with an overt misogynist. But underneath, a silent bystander was hidden in every scene.
This character represented Aussie men; many want to help, but don’t know how.
34 real incidents of misogyny played out. The clincher? Only 14 were said out loud.
ACT
We helped men find their voice at every touchpoint with integration, TV, radio, OOH and digital driving to an online hub.
Here we unpacked every moment, from body language to sexual assault.
Then we made action simple, partnering with leading male organisations The Man Cave and Line & Length to start conversations with family, friends or colleagues.
We even created bespoke Be the Change Bloke Coaching, a hands-on workshop helping men unpack masculinity and inequality at work.
PART 3: EFFECTIVENESS & RESULTS
ENGAGE MEN IN THE CONVERSATION
800,000 watched our debut on The Project.
Made 25,972,962 impressions (excluding TV spots).
Earned the attention of 3,907,000 from local and global media.
Notably, we’ve made the male-dominated news desks of FoxSports and TripleM.
ENCOURAGE REAL ACTION:
33,000 people have explored the website, spending an average 2’24”.
Most importantly, 2 of 3 visitors were men.
ENABLE ORGANISATIONS TO EDUCATE THEIR MALE WORKFORCE:
In our first week, we’ve had three Bloke Coaching enquiries from male dominated workforces, agencies and law firms.
But success isn’t just measured by metrics alone. We’ve brought together competitor agencies and publishers from all corners of communications.
4 AGENCIES: Creative, Media, PR & digital
13 PUBLISHERS: ParamountANZ, JCDecaux, ARN, yStop, Hoyts, Seven Network, Nine Entertainment, Foxtel, Nova, Yahoo, SCA, oOH Media and Val Morgan.
6 ORGANISATIONS: The Man Cave, Line & Length, Bloke Coaching, UN Women, ShEqual, NeverNotCreative
And we’ve already been approached by another partner - Australia’s leading men’s organisation against violence against women and children.
On day 7 of 365, the fight for gender equality has only just begun. Will you join us next?