Victorian Government (DFFH) – The Unsaid Says A Lot
Challenge: 3 in 4 trans and gender diverse people are discriminated against due to their gender identity – aka – more than ever. How do we shift the needle for the community and get people to genuinely want to be inclusive?
Solution: By highlighting a truth that's often overlooked, but speaks volumes while it continuously contributing to a culture of discrimination: the unsaid actions. We co-designed the campaign with the trans and gender diverse community and directors to inform the tone and ensure authenticity. By showing moments of discrimination and allyship, we leave the audience with a question to reflect.
Results:
The ‘Unsaid Says A Lot’ campaign had a $0 media spend. It reached over 35 million people worldwide.
The results were part of a razor-sharp integrated approach which saw:
- 54 positive news stories (against a KPI of 9)
- Endorsement from over 30 LGBTQIA+ organisations
- The campaign displayed in Fed Square for eight weeks
- Another State Government approaching the agency to recreate the campaign
- Unlocked media spend the following year to boost the campaign further.
But, most importantly, trans and gender diverse people saw their experiences reflected genuinely on-screen and felt supported by the campaign while the needle started to shift. It was the impact that mattered the most.
Awards:
B&T Awards
2024 – FINALIST – BRAVERY CATEGORY
CPRA Golden Target Awards
2024 – BRONZE – GOVERNMENT SPONSORED CAMPAIGN
ACS Victoria Awards
2024 – SILVER