OUR WATCH:
NEVER HAVE I EVER
The campaign begins with a film that sees a light-hearted game of ‘Never Have I Ever’ between friends turn into a dark, powerful and emotive statement about the things that women go through on a daily basis that men never, ever have to.
In collaboration with director Justin Kurzel and screenwriter Jennifer Kent, this script was then adapted into a 10-minute short film.
…until the campaign was shelved just before going into production due to an election-year budget reallocation.
Plans were in place to premiere the short film at a media, influencer and stakeholder event that sparked a national discussion about gendered experiences.
Supplemented with a full suite of OOH and social assets
Our Watch, Australia’s leader in the prevention of violence against women, wanted to challenge men’s understanding of gender inequalities by inviting them to see the difference in the experiences between men and women.
Because the truth is that the things that are considered a ‘normal’ part of everyday life as a woman - like covering up at the gym, sharing location with a friend on a first date, or walking home with their keys readied as a weapon - are things that men don’t ever have to consider.