Women for Election launched a campaign ahead of the official start of Australia’s election season to encourage more women to enter politics.
The campaign was created by BMF and is supported by UN Women Australia.
In the 54-second spot, the campaign explores what power looks like, showing a knight on horseback and a mahogany desk. Images of women are then broadcast, with the voiceover: “There is a new type of power that is rising”.
BMF Executive Creative Director Pia Chaudhuri said: “Gender equality is at 134 in Australia which means none of us will ever see an equal society. But the fastest way to reduce that number is to get more women in public office – to give them a seat at the table where legislation is created and where major societal decisions are made. With more women in power, we can bring that number down to 10 years. But the challenge is to get women to fill these positions in the first place.
“We realized that the reason most women don’t enter politics is simply because, for centuries now, power has been labeled as male. So we decided that the only way to achieve our goal was to rename the power itself. Making familiar symbols of power obsolete, paving the way for a more inclusive brand of power. This is obviously a huge ambition. That’s why this is the start of a 10-year campaign – a campaign that won’t end until we achieve gender equality. Ultimately, we want the platform and concept of “Power Like You’ve Never Seen” to become redundant in the not-too-distant future.
Licia Heath, CEO of Women for Election, said: “Australians are ready to welcome more women into power; In order to make this vision a reality in future elections, we need to change our idea of what power looks like in Australia. We have seen women claiming it marching in Canberra, and now we want them to exercise it by sitting in every political chamber in Australia, be it Council, State or Federal.
Mandy Galmes, Managing Director and Partner at Sefiani Communications Group, added: “Forget the status quo, Australians are looking to the future and want nothing as business as usual. As a nation, we are ready for a new era of gender equity in political leadership. To achieve this, we must reconsider what traditional power looks like and support women across the country who have the leadership skills and experience to play an active role in our political future.
The campaign will launch Feb. 7 on TV, social and digital media across the country. It is further supported by PR, social media and influencers as well as a microsite.
Last year, UN Women launched the Australian chapter of the Unstereotype Alliance, a global coalition that aims to tackle harmful stereotypes in advertising and media content. Earlier this year, UN Women Australia launched the ‘She’ll Be Right’ campaign via The Monkeys.
This article has been updated with comments from Sefiani.
Creative agency: BMF
Creative Director: Alex Derwin
Executive Creative Director: Pia Chaudhuri
Main artistic director: Nadia Ahmed
Senior Writer: Ellie Jones
Responsible for Art and Design: Lincoln Grice
Creator: Alex Kidd
Chief Strategy Officer: Rachel White
Account Manager: Lauren Mayne
Head of Television: Jenny Lee-Archer
Production Manager: Karen Liddle
Finished Artist: Holly Jones
Director of Creative Services: Clare Yardley
Client: Women for Elections and UN Women Australia
Women for CEO Elections: Licia Heath
Campaign Advisor Simone Bartley, THE BR&ND CO
Executive Director of UN Women Australia: Simone Clarke
Brand agency: THE BR&ND CO
Public relations, social and influence agency: Sefiani Communications
Media agency: Havas Media
Digital Agency: Apparent
Research Agency: Fifty5Five
Production company: Confectionery
Director: Phebe Schmidt Managing Director: Edward Pontifex Executive Producer: Greg Fyson
Producer: Tom Davis
1st AD: Will Storr
Cinematographer: Matthew Jenkins, Brad Jarrett
1st CA: Marco Mitchell
Gaffe/Grip: Dan Carr, Tommi Hacker
Artistic Director: Isabella Connelley, Jade Florence
Art Department Assistant: Anita Shao, Louisa Weichmann, Eve Maxwell, Morgan Massey
Wardrobe: Tanya Mudariki
Makeup: Georgia Gaillard
Runner: Julia Enter
Executive Producer: Daniel Fry, CRA
Producer: Robyn Cummins, RCAF
Editor: Brad Jarrett, Bella Walker
Online Artist: Patrick Campbell
Colorist: Dan Molony
Sound production: Otis Studios
Music: Otis Studios
Casting Director: Megan Darcy of Nick Hamon Casting