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.
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.
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.