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 Awards, 2024
Yellow Pencil for Magazine and Newspaper Design - Special Issues
Caples Awards, 2024
Bronze for Print
Bronze for PR
Mumbrella Awards, 2024
Shortlisted for Small Budget Campaign of the year
Shortlisted for Bravery
B&T, 2023
Campaign of the Month
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.
