White Ribbon Campaign Concepts

White Ribbon Campaign Concepts

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White Ribbon

Kia ora Mandy

New Zealand has made it to level two and many of us are still getting accustomed to the new normal. We've pulled together as a nation to defeat COVID-19 and that is a fantastic accomplishment, but we are still a country with horrific family violence statistics.

Each statistic is a real life that can be irreparably harmed and that's also totally preventable. We also know that in many cases, behind male perpetrators are young boys that were also victims, starting a cycle of violence.

Together we can change this. We can help men to break free from the shackles of unhealthy masculinity (toxic masculinity) and break free of the man box. Both include behaviours which damage men and help to create the environment for violence to thrive.

White Ribbon have been working on our November Campaign while we've been in lockdown, and now we would appreciate some feedback on two ideas that can influence healthy masculinity and therefore reduce family violence.

If you're keen to help shape this year's November Campaign please continue reading and then take the very short survey.

Rob McCann
White Ribbon Manager

 

 

November Campaign 2020

For this year’s campaign, we want to explore ideas that:

  • Carry the torch from last year's successful #Unspoken Rules campaign.
  • Stay relevant to the COVID-19 micro-campaign #OurHouseRules.
  • Create a platform for White Ribbon and our Ambassadors to have meaningful engagement with the community.
  • Continue with White Ribbon's overarching message of encouraging respectful relationships and healthy masculinity to reduce violence against women.

There are two options that White Ribbon will build on and we'd love your ideas.

 

 

Concept #1

Last year we talked about the unspoken rules - clichés about masculinity that men and boys inherit from society. By turning these rules around into positive statements, we encouraged people to challenge them. The message resonated well with Ambassadors and the wider community.

Challenge the outdated
Let’s pivot the focus from the unspoken to the spoken - what advice have men been given growing up that we can now see as unhealthy? Taking a conversational tone, this idea aims to take common expressions that men would have heard growing up. From there, we literally write over them with positive alternatives – creating new, modern alternatives to outdated ideas of masculinity.

Ruia te taitea
These words come from the M?ori proverb Ruia taitea, ka tu taikaka anake,
shake off the bark, to reveal the inner sap wood. To listen to the explanation click here.

 

 

We propose using a traditional sans serif font to show the outdated rule and see it written over in brighter friendlier type with the behaviour we want to promote. Using the brighter handwritten type over the top ensures we show the new message as the positive behaviour we are promoting. The text in these posters is at the draft stage but gives you an indication of the idea.

 

 

 

 

Each concept would also have a short animated video of the posters, that convey the main themes, re-writing the outdated by showing the new message being written over the top.

 

 

The concept will be supported by Ambassadors telling stories of the advice that was given to people when they were younger that has no place in the now. We would use images of the people when they were young, and their voiceover saying ‘I was told to show her who’s boss.’ Cut to the person talking to the camera ’.... but let’s show her we care.’

 

 

Each design has a t-shirt. This design focuses on the  M?ori proverb Ruia taitea, ka tu taikaka anake, shake off the bark, to reveal the inner sap wood.

Those are the main elements of concept #1 which will also be supported by a new look White Ribbon Ride.

 

 

Concept #2

Even after the lockdown has ended, many men will still be confined within the restraints of the “man box” - their idea of how a man should process his emotions and behave in relationships.

Stuck inside?
In the aftermath of lockdown, recreate the visual metaphor of the “man box” – not as a literal box, but a human silhouette that represents the same confining ideas. Use this to identify behaviours and ask men if they’re still “stuck inside”, as a reference to the recent lockdown. This creates a platform for Ambassadors and the wider community to discuss the man box, how it restricts men’s behaviour, and how they can break out.

Poharu ki roto.
Our te reo M?ori translation represents Po - darkness, dark, Poharu - sink, bogged in, stuck. To listen to the explanation click here.

 

 

This concept has the headlines ‘still stuck inside?’ inside the rough silhouette of a tough man. We are asking men what they are struggling with inside? Our secondary headlines bring those struggles outside of the silhouette to be shared. We want men to ‘break out’ and share their internal struggles.

 

 

 

 

The concept also has a short animated video of the posters conveying the main themes.

 

 

Each design has a t-shirt. This design focuses on the main theme - still stuck inside asking the audience to think about what we need to breakout from.

 

 

Help us choose which campaign

To have your say on the 2020 campaign please take the very short SurveyMonkey survey. The survey will only take five minutes but you will also be able to make suggestions which could help us as we develop the campaign. Remember, what you've seen today is only the first iteration.

 

 

White Ribbon Shop Open

The White Ribbon online shop is open and deliveries are taking place once a week. We have a special new item available now, a White Ribbon bone carving. Each one is hand-crafted by Skeleton Crew Carving Studio. Order your special White Ribbon necklace here.

 

 

White Ribbon New Zealand

You are receiving this because you have indicated you want to help end men's violence towards women

 

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