There’s No Good Reason

Starting a national conversation by creating an entire newspaper filled with men’s violence against women articles.

In 2023, men’s violence against women reached epidemic proportions in Australia, with one woman killed every nine days by a current or former partner. 

Despite the 48,000 articles that were published about violence against women from January 01 to September 30, Aussie men simply weren’t taking any interest. Or action. 

So to put the topic on the national agenda, and raise awareness of the critical work of White Ribbon Australia, we created a special edition newspaper called The Daily Issue. Featuring just 1% of the 48,000 news articles, this 196 page newspaper was a harrowing reminder of the current situation in Australia. Juxtaposed with these stories we listed the top 10 reasons men give for their inaction (unearthed from our Australia wide research paper), highlighting men’s apathy towards the crisis affecting women in Australia. 

2000 copies were printed and hand delivered to politicians, journalists, influencers, publications, and men’s groups, encouraging them start a much needed conversation with Aussie men.  

The newspaper articles and men’s reasons for inaction were reformatted to fulfil a suite of earned media formats including large format OOH, street posters, radio ads, and TVCs.

Interim results:

– The newspaper generated $10.6million in earned media

– 30% increase in men’s understanding of White Ribbon’s mission.

– Yellow Pencil, Magazine & Newspaper Design – Special Issues @ D&AD AWARDS 2024