The Daily Issue

From January to September in 2023, 48,000 news articles had been published on men’s violence against women. To highlight their significance, we created ‘The Daily Issue’, a special edition newspaper containing just 1% of these harrowing articles. At 196-pages, the articles covered all forms of violence, overlaid with the real reasons men gave for not speaking out.

With no media budget, we needed support to amplify our message. Leaning heavily into print tropes, we connected in a language that the media understood best – the news. Distributing the newspaper nationally to journalists, influences, politicians, and men’s groups.

The media became the mouthpiece for our campaign and White Ribbon’s way of connecting with Australians. Significantly, out of the $10.6 million in earned media coverage, all articles except one were positive—a novel experience for White Ribbon.

Awards

D&AD

★ 2024 | Yellow Pencil for Special Issue Newspapers

OneShow

★ 2024 | Bronze for Social Impact

AWARD

2024 | Finalist for Creativity for good - Equality

B&T

2024 | Finalist for The Award for Bravery

★ 2023 | B&T Campaign of the Month

Effies

2024 | Finalist for Small Budget

Mumbrella

2024 | Finalist for Small Budget Campaign

2024 | Finalist for The Award for Bravery

Caples

2024 | Bronze for Print

2024 | Bronze for PR

The campaign generated a total of 56 million impressions and brought White Ribbon’s crusade to the forefront of Australia’s cultural agenda.

Educating men in real time, White Ribbon also saw an increase in understanding for the more covert forms of violence that often go unnoticed;

+379,000 men recognising bribery
+661,000 men recognising financial abuse
+794,000 men recognising coercion


But not only did we improve men's understanding of violence against women, we made them more prepared to be part of the solution, recording a 10% increase in men actively considering getting involved.

All on a $0 media budget.

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