CLIENT CAMPAIGN - VOTE FOR EQUALITY

Ahead of the 2025 Federal Election in Australia, I was asked to help put together a campaign to highlight how three of the main political parties, Labor, Green’s and the Teals, have routinely failed men in society.

We designed 34 individual slides, each containing a specific message or statistic, that challenged the voters perception of equality for men and women. The colour scheme, typeface, imagery and overall concept was left to us to create and present to the client.

The slides changed at 5 second intervals on a film that ran on either side of a digital advertising lorry, with a separate film running on the rear, as it drove round Sydney on Saturday, “match day”, over the Easter Holiday Weekend.

As the evening light began to fade, the digital boards came into their own and were illuminated for all to see against the traffic.

The primary aim was not to ask voters to vote for a specific party, or candidate, but rather to ask them to consider the issues, understand the facts, and use their vote to put parties last on the ballot paper if they did not “stand up for men and boys”. which is the recurring message on the slides.

Each slide contained either a key message or statistic that showed how key parties deliberately ignored important sectors of the community.

From highlighting how no money had been spent on men’s health, compared to the $792million Labor had spent on women’s health; that the rising number of suicides were mostly men, to showing how the systematic removal of father’s from families, often through false allegations, was leaving record numbers of children without a father.

These are issues close to the hearts of many in Australia, but they are not issues that politicians like to acknowledge and they won’t be talked about on the campaign trail.

This campaign was not for a political party, but an organisation, Mothers of Sons, who simply asked the voter to think carefully about what and who they were really voting for, by considering what equality really meant and how equality affected the men in their lives and family.