Challenge:

The Wodonga City Council and Wagga Wagga City Council wanted to educate men on respecting women in an engaging and unique way. These councils wanted a more equal society for all genders by influencing how we think about unequal power, unconscious bias, rigid gender roles and stereotypes, and respectful relationships.

Solution:

We took inspiration from the 1900s gentlemen’s guide series of tips to create a suite of creative and fun marketing assets to educate men about treating people of other genders with respect.

We based the content of these deliverables off the information provided by a research company, who engaged with victims of intimate partner violence (IPV) along with stakeholders across multiple organisations.

Results:

Though tongue-in-cheek in nature, the Reflect Respect campaign has helped men rethink what they know about gender norms and treating people of other genders with respect.