Page 69 - AdNews magazine Mar-Apr-May 2023

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Innocean
“This campaign wasn’t about fin- ger pointing and victim blaming. In fact, aggression is the quickest way to lock men out. We needed to give men permission to enter the conversation and support women 365 days a year.
“To engage the disengaged we used dark humour as a Trojan horse. We took the very real experi- ences of women and disguised them in a sitcom, to inadvertently help men recognise the problem is real.
“Then, we empowered them to find their voice through a multime- dia campaign and the trusted voices of male organisations. We created a safe space to help guys see how common sexism is and what they can do about it. It was time to give men the tools to find their voice – and give women the day off.
“We took guys on a journey from recognition to real change.” Debuted on The Project, the
first seven days the campaign made 25,972,962 impressions (excluding TV spots). Earned the attention of 3,907,000 from local and global media.
The campaign made the male-dominated news desks of FoxSports and TripleM and encouraged 8,300 people to explore the website, spending an average 2’24” with 2 of 3 visitors being men.
DIVERSITY AWARD
WINNER
SPONSORED BY TIKTOK
I
Be the Change campaign.
The judges said: “This cam-
paign is expertly framed to drive genuine awareness, engagement and exceptional reach.”
The campaign features a short- form sitcom that helps Aussie men recognise spoken and unspoken casual misogyny in the workplace. With the script written based on results and answers to numerous equality surveys, as well as using the many lived experiences of Australian women.
Be the Change was created to help shift the gender conversation
nnocean won The Diversity
Award, for its Fck the Cupcakes:
from being a women’s issue to one that aims to engage men and give them permission to enter the conversation.
Innocean said: “Extreme sto- ries of misogyny have disengaged men. In their eyes, they are not the men making headlines. Many want to help but don’t understand the experience of what women go through on an average day, or their unconscious contribution.
“It was time to promote diver- sity from a new angle – one that had the potential to make a real difference and affect real change. How? By engaging a crucial and missing audience; MEN.
Fck the Cupcakes