Department of Social Services
The last couple of years has seen the rise of powerful new social influencers like Andrew Tate who promote a toxic ‘manosphere’ and foster gendered disrespect. There is a real danger that, if not confronted, gendered disrespect will continue to grow among our young people… and domestic and family violence will continue for future generations.
The brief
Carbon was engaged as part of Phase 5 of the Australian Government’s ‘Stop it at the Start’ initiative to create a bespoke campaign aimed at First Nations communities, encouraging everyone to silence the impact of powerful new social media influencers targeting young people and fuelling disrespect towards women and girls.
The good
As much as we wanted, we couldn’t just make these online voices of disrespect disappear. So we decided to combat them by amplifying other voices instead. Turning down the hate… and turning up respect.
By educating parents and communities about the dangers, and putting a spotlight on some amazing people and prevention programs that are making a real difference in First Nations communities around the country, we could help restore hope and empower others to “Turn Up Respect” in their own communities.
To cut through the expected we created a long form video for stakeholders (that was also played on NITV), plus a series of short form cutdowns, featuring inspiring stories of “turning up respect” from around the country.
Narrated by proud Yuin and Thunghutti rapper, producer, host of triple j’s ‘Blak Out’ and self-proclaimed future mayor of Nowra, Nooky, the campaign videos showcase Dijun Way YoungN Deadly from Broome (WA), U Right Sis? from Alice Springs (NT), Banatjarl Strongbala Wimun Grup from Katherine (NT), Kayin Ipikazil from Thursday Island (Far North QLD), and We Are Warriors from Sydney (NSW).
These were then supported by a range of assets encouraging people to share and conduct their own screenings of the films, as well as a motion graphic video to educate parents and communities about the dangers of the online voices of disrespect, that was also narrated by Nooky.
The impact
The “Turn Up Respect” resources have been designed to have a long life, with communities encouraged to continue sharing with young people as they grow. Both PR coverage and on-the-ground responses to the campaign has been extremely positive, providing encouraging signs for the normalisation of conversations around respect for women and girls.
Proud Yuin and Thunghutti rapper, producer and host of triple j's 'Blak Out', Nooky, narrated the videos.
Proud Barkindji and Malyangapa woman, Jasmine Miikika Craciun, created artwork for the campaign that represents hardness and softness coming together — showing in an abstract way how care and support can stop violence against women at the start.
