2024 Winner

CASE SUMMARY

White Ribbon is the world’s largest movement of men and boys working to end gender-based violence and promote healthier masculinity. White Ribbon’s campaigns have always sought to help men examine and challenge the forces in their lives that drive them to behave in negative ways. However, it has become increasingly difficult to engage men in conversations that they’ve heard before around toxic masculinity.

It’s essential that men and boys engage in dialogue about recognizing harmful masculinities within themselves. But gender microaggressions (a form of emotional abuse) are so deeply engrained within their culture, that a lot of men fail to recognize their own toxic behaviours. Could a personal experience break through this lack of awareness?

After commissioning a national survey, White Ribbon realized that, for many men, the experience of having a daughter can make them more aware of their own problematic behaviours. A father’s anxieties around protecting his daughter come from knowing first-hand the toxic masculinity she’ll face. This is called
“The First Daughter Effect.”

They used this insight to create a film that captures a father’s anxieties around raising a daughter, told through a reflection of how he has interacted with girls and women in the past. The film sheds light on the gender-based aggressions that men may have engaged in, and asks all men, whether they have daughters or not, to examine their own actions, and change their behaviours to become
role models of respect.

The campaign launched November 2022, coinciding with the annual 16 Days of Activism Against Genderbased Violence, a time to both reflect on violence against women and to take action to end it.

They surveyed Canadian men to uncover gender microaggressions that they may have done/experienced. These stats were leveraged throughout all communications: the press release, social media copy, incorporated into key messages and used to support the campaign. This data was critical
in obtaining media interest.

With a $0 media budget, the campaign generated 3.5 billion impressions, 300 news stories from top tier targeted national media coverage, 1.4-million-dollar media value and a 100% Positive Sentiment from Men.

Three days after launch, the film and language were showcased on the floor of Canadian Parliament. White Ribbon received $600 000 in federal funding to build workshops based on the film, a 3,000% increase in donations from 2022. This directly translated to “The First Daughter Effect” workshops reaching 10,000 young men and boys to help create healthier masculinities.

Credits

Bensimon Byrne/Narrative/OneMethod
Chief Creative Officer (Bensimon Byrne): Joseph Bonnici
Creative Director: David Mueller (Bensimon Byrne), Debbie Chan (Narrative)
Associate Creative Director (Bensimon Byrne): Ana Segurajauregui Sanchez
Art Director (Bensimon Byrne): Nina Hang
Copywriter: Megan Radisa (Bensimon Byrne), Sophia Wilby (OneMethod)
Agency Producer (Bensimon Byrne): Katie Link
Business Lead (Bensimon Byrne): Marli Bennett

White Ribbon
Executive Director: Humberto Carolo

Untitled Films
Executive Producer: Tom Evelyn
Director: Hubert Davis
Director of Photography: Kiel Milligan
Line Producer: Ian Fingland

Rooster Post
Producer: Sam MacLaren, Melissa Khan
Editor: Michelle Czukar

Fort York VFX
VXF Creative Director: Mike Bishop
VFX Producer: Valerie Moss
Flame Artist: James Marin, Andrew Rolfe
Flame Assistant: Abraham Lim

Alter Ego Post
Colourist: Eric Whipp

Berkeley Inc.
Audio Producer: Tyna Maerzke

Audio Director: Jared Kuemper

Audio Engineer: Jared Kuemper