|Title||WHEN WILL SHE BE RIGHT?|
|Brand||UN WOMEN AUSTRALIA|
|Product / Service||GENDER EQUALITY|
|Category||G05. Cultural Insight|
|Entrant||THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA|
|Idea Creation||THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA|
|Production||RABBIT CONTENT Sydney, AUSTRALIA|
|Production 2||RABBIT CONTENT Sydney, AUSTRALIA|
|Post Production||ARC EDIT Sydney, AUSTRALIA|
|Post Production 2||SONAR MUSIC Sydney, AUSTRALIA|
|Mark Green||The Monkeys part of Accenture Interactive||Group CEO and Co-Founder|
|Scott Nowell||The Monkeys part of Accenture Interactive||Group Chief Creative Officer and Co-Founder|
|Vince Lagana||The Monkeys part of Accenture Interactive||Executive Creative Director|
|Connor Beaver||The Monkeys, part of Accenture Interactive||Creative Director|
|Scott Zuliani||The Monkeys, part of Accenture Interactive||Creative Director|
|Katie Kidd||The Monkeys, part of Accenture Interactive||Art Director|
|Lizzie Wood||The Monkeys, part of Accenture Interactive||Copywriter|
|Belinda Drew||The Monkeys part of Accenture Interactive||Account Management Head|
|Samantha Packham||The Monkeys part of Accenture Interactive||Content Manager|
|Charlotte Marshall||The Monkeys part of Accenture Interactive||Senior Planner|
|Charlotte Goodsir||The Monkeys part of Accenture Interactive||Social Strategist|
|Penny Brown||The Monkeys part of Accenture Interactive||Head of Production|
|Tanith Williamson||The Monkeys part of Accenture Interactive||Senior Integrated Producer|
|Simone O'Connor||The Monkeys part of Accenture Interactive||Senior Producer|
|Claudia Brookes||The Monkeys part of Accenture Interactive||Senior Producer|
|Lauren Elliot||The Monkeys part of Accenture Interactive||Design Lead|
|Eva Godeny||The Monkeys part of Accenture Interactive||Digital Design Lead|
|Tchaan Wilson-Townsend||The Monkeys part of Accenture Interactive||Designer|
|Alex Hay||Rabbit||Executive Producer|
|Alex Hay||Rabbit||Executive Producer|
|Lucas Jenner||Rabbit||Executive Producer|
|Alex Serafini||Rabbit||Director of Production|
|Phoebe Taylor||ARC Edit||Editor|
|Billy Wychgel||ARC Edit||Colourist|
|Viv Baker||ARC Edit||Online|
|Haylee Poppi||Sonar Music, Sydney||Producer|
|Peta Einberg||Peta Einberg Casting||Casting|
We needed to rally a nation to demand change for women, and more importantly, to put a time frame on when that change will occur. We needed the public to understand our message, and then directly respond, immediately spreading it as far and wide as possible. So, we rallied a nation around a question, #whenwillsheberight, that flipped and thus critiqued a common phrase that referenced our cultural apathy. The campaign gave the public a vehicle to directly campaign for change and spread our message and cause.
UN Women Australia has a famous name, but is a local organisation with low awareness. It is also an organisation with big goals. The United Nations has set a goal to reach gender equality by 2030. But based on current predictions, it will not be reached for another 100 years. Our brief was two-fold; raise awareness of 100 years it will take to achieve gender equality so that they could rally a nation to take action to improve this projection, and to recognise UN Women Australia as a force leading change. This would be a challenge anywhere, but in Australia particularly so. Australia is ranked 44th on the Global Gender Gap Index. Many reports are surfacing of sexual assaults and rape happening within Australian parliament. Our Attorney General was reported, but not reprimanded. Meanwhile, schoolgirls are reporting widespread sexual assault, launching a campaign for consent to be taught in schools.
Australians are known for their laid back, easy-going attitude. But it means we’re often apathetic to issues that arise. We even have a phrase for it – if something goes wrong, we just say “she’ll be right”. It means any old problem will sort itself out with time. Unfortunately for gender equality, that point is 100 years away. So, on International Women’s Day we launched a direct campaign criticising our cultural apathy, rallying people behind the question; #WhenWillSheBeRight? Online, a film starring up-and-coming Australian actress Miah Madden used damning statistics to talk to where ‘she’ is still unequal in Australian society. Meanwhile, well-known Aussie artists took to social media to interpret the message in their own way. It caught on, with more and more independent members of the public joining in too. We then used these artworks to form our OOH campaign, raising the question across Australia’s capital cities.
The target audience for this campaign was key. We were not concerned with the ‘woke’, aware and politically engaged women's movement. We already had them on side. To inspire change and achieve genuine progress we needed to appeal to the everyday Australian. Rather than a demographic, we were talking to a mindset; those who believe gender equality has been achieved, or think it is just around the corner with nothing left to do. It is this complacent mindset we were going after. Our comms approach was thus broad, with TV and film the centrepiece.
Launching on International Women’s Day, a powerful film designed to share appeared on socials. Starring up and coming star Miah Madden, the film used damning statistics to talk to where ‘she’ is still unequal in Australian society. Meanwhile, well known Aussie artists took to social media to interpret our question in their own way, each also referencing various aspects of gender inequality in Australia. It caught on, with more and more independent members of the public joining in to create their own using #whenwillsheberight. We then used these artworks from the UGC to form an OOH campaign, raising the question across Australia’s capital cities and rallying a nation to demand change. Each touchpoint was designed to be shared and embedded within broader conversations about equality, on IWD and beyond.
Our film was watched by 1 in 40 Aussies within 48 hours by organic social sharing alone. Now, over 1 in 26 have. Our artists interpretations allowed people to share multiple times without wear out. From 30 posts, our following grew by 30% in 48 hours, with 1550% more interactions per-post, 49% more website traffic than the 2020 campaign period, and 310% more clicks to donate. Donations increased by 83%, compared to IWD 2020. With $0 media spend, the campaign generated approximately $4million in earned media – a reach of over 24 million (in a country of 26 million) from traditional media only not including social, where most of the campaign lived. #WhenWillSheBeRight appeared in discussions around equality on the day and beyond, on socials, the news, private company emails, school assemblies and university lectures. It became call-to-arms, appearing on placards and chanted through the streets at Women’s March4Justice rallies.
Australians are happy-go-lucky people. We’re known for our laid back, easy-going attitude. And we have a phrase that represents that attitude – if something goes wrong, we just say “she’ll be right”. It means any old problem will sort itself out with time. It’s often seen as an optimistic outlook, but it also encapsulates our cultural complacency. As a nation, we are often apathetic to issues, big or small, and have an inherent belief that things will work out, without any effort at all. It’s a phrase that absolves us of responsibility or the need to take action. So we used the phrase to talk to ‘she’ in a literal sense. Forcing Aussies to look at our terrible, declining position in the world on gender equality, and realise that ‘she’ is not right at all.