UN Women Australia
When Will She Be Right?
Aussies are known for their laid back, easy-going attitude. 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. But for gender equality – that point is still 100 years away. So, on International Women’s Day we criticised our cultural apathy, and asked when.
Directed by Madeline Clayton at Rabbit.
We asked illustrators to interpret the message in their own way across socials, and it caught on, with independent members of the public joining in. These artworks then formed our OOH campaign, raising the question across Australia’s capital cities.
Within 48 hours, our film had been watched by 1 in 40 Aussies from organic social media sharing alone –with over 33 thousand shares. Now, it’s been watched by more like 1 in 23.
The question of #whenwillsheberight quickly made its way into discussions around equality on the day and beyond, in discussions on prime time free-to-air news outlets, private company IWD emails, school assemblies, feminist opinion pieces, and across LinkedIn and social media. Two weeks later, the phrase appeared on protest placards at the March March4Justice rallies, and in Brisbane was even chanted through the streets.
RECOGNITION:
BRONZE LION, Social and Influencer – Cannes Lions 2021
GOLD SPIKE, Film – Spikes Asia 2022
SILVER SPIKE, Film – Spikes Asia 2022
SILVER SPIKE, Direct – Spikes Asia 2022
BRONZE SPIKE, Film – Spikes Asia 2022
BRONZE SPIKE, Strategy & Effectiveness – Spikes Asia 2022
WEBBY AWARD HONOUREE – Webby Awards 2022
MERIT, Creative Effectiveness – The One Show 2021
GOLD, Nonprofit – Jay Chiat Awards 2021
AD CAMPAIGN OF THE YEAR – AdNews 2021
AD CAMPAIGN OF THE YEAR – B+T WIM AWARDS 2021
SILVER, Charity – SHOTS 2021
SILVER – 1.4 Awards 2021
GLOBAL FINALIST – Andy Awards 2022
SILVER, BEST FILM SCRIPT – AWARD AWARDS 2022
SILVER, PURPOSE – AWARD AWARDS 2022
BRONZE, STRATEGY – AWARD AWARDS 2022
BRONZE, CASTING – AWARD AWARDS 2022
FINALIST x10 categories – AWARD AWARDS 2022
HIGHLY COMMENDED, Charity – Mumbrella 2021
SHORTLIST, X6 categories – The One Show 2021
FINALIST X5 categories – Cannes Lions 2021
FINALIST, X4 categories – Mumbrella 2021
FINALIST, X5 categories – B+T Awards 2021
FINALIST, X4 categories – AdNews 2021
FINALIST APAC – Immortal Awards 2021
https://www.lbbonline.com/news/fighting-the-complacency-of-australias-gender-inequality