White Ribbon.
White Ribbon is changing the conversation around men’s role in preventing gender-based violence in new campaign via impact agency Anthologie.
‘Not Perfect, Better’ coincides with Domestic and Family Violence Prevention Month in May.
The campaign takes an ‘always on’ approach to the small changes that men and boys can take to help Aussie men be ‘better’ for themselves, their partners, kids and mates.
White Ribbon Australia director marketing and communications Ciara Lowe-Thiedeman said that the campaign is about lowering the barrier to participation while raising the bar on accountability, with a message that is empathetic, inclusive, and action-oriented.
“We need urgent action on gender-based violence, but we’re not going to get there by blaming and isolating all men,” said Lowe-Thiedeman.
The campaign builds on insights from White Ribbon’s 2024 #WeListen initiative which revealed that many men felt uncertain about how to engage with friends, partners and family.
The strategic work was also supported with workshops involving several men from the WA creative industry including Andrew Tinning, John Linton, Elliot Ramsey and Dean Hunt.
Anthologie executive creative director Josh Edge said that they’ve all done or thought things they regret at one stage or another.
“Every guy we heard from, from violent offenders to kids in schools, expressed a desire to be better for themselves and others around them,” Edge said.
“We know that there’s a real issue with clear, direct (and damaging!) messaging being pumped at Aussie men from the manosphere, from culture, from the way they have been brought up and the things they’ve been exposed to.
“This is a chance for us men to pause, take a breath and refocus on the things that we can do better rather than try to adhere to some mythical ‘perfect man’ stereotype.”
Anthologie’s role included strategy, messaging and creative direction, the design of campaign assets, digital templates, media partner collateral and stakeholder engagement tools.
Anthologie founder and managing director Amy Sutton said that they really wanted this ongoing work with White Ribbon to be an opportunity for ongoing impact, not just a set-and-forget social campaign or website update.
“The openness of everyday men to tell us how they feel and what they want to empower them has been a really humbling and inspiring journey for all of us,” Sutton said.
Credits
Anthologie
Executive Creative Director Josh Edge
Project Manager Lisa Hayman
Client Director Adelina Naidu
Design Lead Ben Hagley
Senior Designer Taylor Evans
Managing Director Amy Sutton
Radio Engineering & Talent Matt Dickson
White Ribbon Australia
Director Marketing and Communications Ciara Lowe
Digital Marketing Specialist Jess Newell
Chief Strategy Officer Donna Di Bartolomeo
Media Digital Loop
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