Making men’s violence against women a men’s issue. 

Men’s violence against women is at epidemic proportions in Australia, with one woman killed every nine days by a current or former partner.

To get to the heart of the problem, we conducted an Australia-wide study that unearthed the many reasons men give for not engaging in the issue, then turned it into an issue they couldn’t ignore — The Daily Issue: a special edition newspaper that demonstrates the scale of the problem.

Representing just 1% of the roughly 48,000 stories published about violence against women in 2023 alone, we distributed 2000 copies of the paper nationally to politicians, journalists, influencers, publications and men’s groups.

As well as film and OOH, the integrated campaign included a digital experience that used national data and social media follower counts to estimate how many women an individual knows have experienced or is currently experiencing male violence, not only prompting men to take urgent action, but generating $11 million in earned media and a 41% increase in donations.

B&T Campaign of the Month, November 2023