Women for Election encourages women to enter politics in new ad

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

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