To mark International Women’s Day, Pacific’s marie claire has partnered with five Australian creative agencies to address the frightening increase in cases of domestic violence, leading a campaign that will be supported by the entire Pacific business and its portfolio of brands.
In 2018, Australia experienced an epidemic of fatal violence against women, the majority at the hands of a partner. A staggering 69 lives were lost – a 30% increase on the year before.
To address this national crisis, marie claire asked local agencies to devise a campaign to help protect the lives of Australian women. The brand will promote the message across its own assets, which will then be amplified throughout the Pacific network.
Ads created by Ogilvy, DDB Sydney, McCann Australia, 303 Mullenlowe and Junior Massive appear in the April issue of marie claire as well as online, with the campaign amplified across marie claire’s more than 1.2 million touchpoints.
Nicky Briger, editor of marie claire, said: “At marie claire, we have long campaigned to raise awareness of the shocking incidence of domestic violence in Australia. When we saw that violence against women is actually increasing, we were stunned into action and decided to partner with these agencies to find new ways to agitate for change. What they came up with is both moving and shocking.
“Also, in the coming weeks, one creative from the campaign will be published across Pacific’s portfolio of print and digital assets. This is a cause that is important to our entire business, and this will ensure we reach an audience of millions, helping to extend the #StopTheViolence message beyond marie claire.”