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Archibald/William' White Ribbon Campaign


New work to highlight Australia’s dark secret

Archibald/William' White Ribbon Campaign



ARCHIBALD / WILLIAMS, together with White Ribbon Australia, has launched their latest campaign to bring awareness to the issue of violence against women. 


The television commercial created by ARCHIBALD / WILLIAMS was developed to feel like an archetypal Australian tourism ad, encouraging the audience to marvel at the country’s beauty and its undiscovered secrets. Amongst the stunning scenery, Australia’s dark secret is revealed: “One Australian woman a week dies from an act of domestic violence.”  


The statistic is shocking, particularly when juxtaposed with Australia’s uniquely beautiful landscapes. The intention is that this campaign will shed new light upon, and eventually help to end men’s violence against women.


The 30 second TVC is supported by a 10 second billboard, radio, press, posters, digital communications, social media and an online destination that encourages viewers to get involved and uncover Australia’s dark secret.


Libby Davies, CEO at White Ribbon Australia said, “The issue of male violence against women is real and insidious, but the extent to which it exists, and its impact in Australia is still largely hidden. The launch of Australia, Land of Secrets, on the eve of White Ribbon Day, calls on men, women and the whole community to help uncover Australia’s dark secret, raise awareness and act to stop violence against women.”


Bram Williams, Partner at ARCHIBALD / WILLIAMS added, “The campaign is designed to create some noise around a subject that for too long has been Australia’s dark secret. The fact that behind the sparkle of our modern, sophisticated nation, violence against women is happening on a daily basis.”

To uncover more about Australia’s dark secret, visit


Writer; Jonny Browne
Art Director; Mark Held
Creative Directors; Jonny Browne and Mark Held
Director; Josh Whiteman
Music; Bruce Heald – Noise 
Producer; Alex Mooney – Window Productions
Editor; Suga Suppiah – Method Studios
Post Production; Method Studios

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