shEqual: Promoting Gender Equality in Advertising

Women’s Health Victoria engaged Upstride in 2024 to amplify the launch of shEqual's new campaign, focusing on gender equality in advertising.

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The key objective was to promote the launch of “Commercial Breakdown,” where comedians Alex Lee and Lewis Garnham critique harmful gender stereotypes in recent Australian advertisements.

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WHAT WE DID

The campaign aimed to challenge entrenched stereotypes, particularly the 'Aussie Bloke' stereotype, and generate widespread media coverage to drive engagement with the new video resource.

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PR and Media Strategy: Developed a comprehensive media plan to maximise the impact of the video launch.

Media Pitching: Pitched the campaign to major media outlets to secure prominent coverage.

Media Materials: Wrote and distributed media releases, ensuring clear and engaging messaging about the campaign’s objectives.

Media Outreach: Achieved significant media placements, including features on ABC Radio Drive, Women’s Agenda, Media Week, and AdNews.

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RESULTS

The campaign effectively increased visibility for shEqual’s gender equality initiative, with notable media coverage amplifying the message of challenging gender stereotypes in advertising. The strategic PR efforts contributed to the successful launch of the "Commercial Breakdown" video, furthering shEqual’s mission of creating a more equitable and conscious advertising landscape.‍

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