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Respect Women - Call it Out

Change behaviour around attitudes towards women


Every now and again at Commoner we get sent a brief that challenges us not only creatively but makes us stop and think about how video can question cultural norms and make a call for change within the world we live in.

This was the case when we received a brief from The Shannon Company asking us to collaborate on a series of video spots for the Victorian department of health’s “Respect Women, Call it out” campaign.

The past couple of years we have seen huge changes within women’s rights across the globe with things like the #metoo movement and the call for equality for women in the workplace. It’s the age of women standing up and being heard.

But as powerful as these movements are, change is always a slow process and ideas and thoughts don’t change overnight. The challenge for Director Thomas Hyland was to come up with a concept that talked predominantly to males, asking them to call out behaviour that would normally be overlooked.

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Thomas’ strong and original concept concentrated on the small moments, those times when a comment is made that’s just not quite right, or something is said that makes everyone feel uncomfortable. We have all had those moments and had the brief seconds of your inner voice saying this is wrong, but should I say something?

The final result was a series of spots for online, TV and cinema. Each execution tackled the problem from a different audience group and social situation, from the social melting pot of a typical Australian bar, inappropriate attention on public transport, to words exchanged between friends at a BBQ.

The videos were produced in house at Commoner, incorporating location scouting, Melbourne based production, post production, and casting of all talent.  

The videos quickly found their audience online, tapping into an existing seam of conversation and debate. The public transport spot in particular was viewed over 7 million times in it's first week on Twitter alone, and sparked thousands of threads of healthy (and not so healthy) conversation across all social platforms.

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