Giving the Finger to Violence Against Women and Children

This marks the organization’s ninth year running, with previous iterations of the campaign simply asking people to paint one fingernail blue to raise awareness.

Client

Polished Man

Agency

By All Means

MOFA

Mr Fox

Paul Hermes

Polished Man, a charity that raises funding and awareness to end violence against women and children, has launched its 2022 campaign in partnership with Melbourne creative agency By All Means.

The campaign tapped a host of celebrity ambassadors, including Jock Zonfrillo, Gyton Grantley, Dylan Lewis, Sarah Davidson, Maria Thattil, Travis Cloke, and Isaac Smith.

This marks the organization’s ninth year running, with previous iterations of the campaign simply asking people to paint one fingernail blue to raise awareness and start a conversation around the serious issue of violence.


 

The latest takes the messaging up a notch, with a 30-second spot showing participants raising their fingers to violence against women.

“This is an issue that always demands attention, but in the midst of the catastrophic state of the world, attention is becoming an increasingly scarce resource”, said Kat Crowley, campaign manager at Polished Man.

“The team at By All Means demonstrated that when it comes to ending violence against women and children, lending your support sometimes just isn’t enough. It’s an issue that requires something a little more overt!”


 

The funds raised through the annual campaigns are used to support trauma prevention programs through ygap, as well as trauma recovery programs via agencies including the Australian Childhood Foundatioen, SAMSN, Hagar Australia and McAuley Community Services for Women.

“Cutting through in this category is extraordinarily difficult”, said Ed Howley, creative partner at By All Means.

“If you shock people, they turn away, cover their eyes, and pretend they never saw anything. If you’re too light-hearted, they don’t take action. This simple evolution of Polished Man’s famous symbol is just the right amount of both, and we applaud Polished Man for helping us find the equilibrium.”

The integrated campaign was created in collaboration with MOFA, Mr Fox, and Paul Hermes and is running out across TV, print , and out-of-home.


 


You can learn more about Polished Man and their important work here.

Credits

Client – Polished Man
Campaign Manager: Kat Crowley
Campaign Manager: Kaitlin Harasym
Senior Graphic Designer: Taryn Yat
Digital Comms & Ambassador Manager: Nikki Mathison

Agency – By All Means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Aaron Pepper
Creative: Ash Gotti
Creative: Jacob Redding

Photography: Paul Hermes
Audio Production: Matthew Hadley
Music: NOZU (Chapter Music)

Production Company – MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Helen Morahan
Production Mgr: Georgina Hean
DOP: Edward Goldner
1st AD: Isaac Elliot
1st AC: Joel Soh
2nd AC/Data Wrangler: Ashleigh Hammond
Gaffer: Mark Blanch
Sound: Adam Armstrong
Art Dir / Wardrobe: Georgia Crowley
HMU: Renee Grech
Nurse: Carole Snibson

Camera Rental: The Vision House

Post Production – Mr Fox
Post Producer: Clare Lehner & Beck Read
Editor: Drew Moden
Online: Drew Moden
Colourist: Matt Fezz

 

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