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Gendered Violence

WorkSafe

Challenge

Gendered Violence is an incredibly complex and nuanced term that encapsulates a broad range of behaviors that can be anything from an off-handed comment through to sexual abuse. Unfortunately, it’s also a term with very low awareness. We needed to both educate Australian employees and employers on what the term meant, and the range of behaviours within it.

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Convention

Typically, campaigns that aim to demystify complex terms lack emotion because they are so focussed on trying to be exceptionally clear. But we needed as many Australian workers as possible to listen, understand, and act.

Disruption®

To demystify the term, we created a monstrous, insidious shapeshifter to represent the many forms Gendered Violence could take in the workplace.

Through this confronting visual metaphor, we were able to build an emotional link between the behaviours of gendered violence, and a menacing monster that lurked in the shadows of the workplace.

As a result, many Australians now know the full breadth of the term Gendered Violence, and that these behaviours are completely unacceptable in the workplace.

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