2023 Winner

CASE SUMMARY

White Ribbon is the world’s largest movement of men and boys working to end gender-based violence and promote healthier masculinity.

White Ribbon’s campaigns have always sought to help men examine the forces that drive them to behave in negative ways. But the agency needed to find a new way in — a conversation they hadn’t heard before. Displays of harmful gender norms and stereotypes are so ingrained within their culture, that they wonder whether a personal experience, such as having a daughter, could help men become more aware of the issues women face in society.

White Ribbon conducted a national survey that revealed a key insight: 66% of men said that having a daughter would make them more aware of, and concerned about, the issues facing women in society. This is commonly referred to as The First Daughter Effect.

They used The First Daughter Effect to form their creative premise: For some men, having a daughter can change everything, but women and girls can’t wait that long.

They created a film that captures a father’s anxieties around raising a daughter told through a reflection of how he has interacted with girls and women in the past. The film was the centrepiece of their campaign. With a $0 media budget, they had to rely on media relations, influencers, and a coalition of groups to seed their key insight — The First Daughter Effect: when men become more aware of the challenges and obstacles women and girls face because of harmful masculinities.

The campaign launched on the International Day for the Elimination of Violence Against Women. The agency planned, conducted, and executed a political press conference with Marci Ien, the Minister for Women and Gender Equality and Youth, to announce half a million dollars in funding for White Ribbon. This was used in tandem to launch the campaign during a community event with key stakeholders and members of the media.

The campaign generated over 300 news stories and $1.4 million in media value—all with a $0 media budget. The campaign even made its way to the lower house of the Parliament of Canada. The government highlighted the campaign’s key messages and pledged $600,000 in financial support. With this crucial funding, White Ribbon can continue to educate and inspire men and boys.

Credits

Agency: Bensimon Byrne / Narrative / OneMethod

Chief Creative Officer: Joseph Bonnici
Creative Director: David Mueller
Creative Director: Debbie Chan (Narrative)
Associate Creative Director / Art Director: Ana Seguajauregui Sanchez
Art Director: Nina Hang
Writer: Megan Radisa
Writer: Sophia Wilby (OneMethod)
Agency Producer: Katie Link
Business Lead: Marli Bennett

Production House: Untitled Films
Executive Producer: Tom Evelyn
Director: Hubert Davis
Director of Photography: Kiel Milligan
Line Producer: Ian Fingland

Casting: Jigsaw

Post Production (Offline): Rooster Post
Producer: Sam MacLaren
Producer: Melissa Khan
Editor: Michelle Czukar

Post Production (Online): Fort York VFX
VFX Creative Director: Mike Bishop
Lead Flame Artist: James Marin
Flame Artist: Andrew Rolfe
Flame Assistant: Abraham Lim
VFX Producer: Valerie Moss

Transfer: Alter Ego
Colourist: Eric Whipp

Audio House: Berkeley Inc.
Audio Producer: Tyna Maerzke
Audio Director: Jared Kuemper
Audio Engineer: Jared Keumper