UN Women Australia asks when "She’ll Be Right"?
Agency The Monkeys hijacks the popular Aussie saying, “She’ll be right”, to make an important point about gender inequality in the region.
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Credits
View on- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Madeline Kelly
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Credits
View on- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Madeline Kelly
- Post Production ARC EDIT
- Sound Production Sonar Music
- Group Chief Creative Officer & Co-Founder Scott Nowell
- Group CEO & Co-Founder Mark Green
- Executive Creative Director Vince Lagana
- Creative Katie Kidd
- Creative Lizzie Wood
- Creative Connor Beaver
- Creative Scott Zuliani
- Senior Producer Simone O'Connor
- Senior Producer Tanith Williamson
- Senior Planner Charlotte Marshall / (Planner)
- Executive Producer Alex Hay
- Executive Producer Lucas Jenner
- DP Alex Serafini
- Colorist Billy Wychgel
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Credits
powered by- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Madeline Kelly
- Post Production ARC EDIT
- Sound Production Sonar Music
- Group Chief Creative Officer & Co-Founder Scott Nowell
- Group CEO & Co-Founder Mark Green
- Executive Creative Director Vince Lagana
- Creative Katie Kidd
- Creative Lizzie Wood
- Creative Connor Beaver
- Creative Scott Zuliani
- Senior Producer Simone O'Connor
- Senior Producer Tanith Williamson
- Senior Planner Charlotte Marshall / (Planner)
- Executive Producer Alex Hay
- Executive Producer Lucas Jenner
- DP Alex Serafini
- Colorist Billy Wychgel
The throwaway comment "She'll Be Right" is used by Australians everywhere to brush off situations that will normally sort themselves out.
However, in this perfectly pitched and powerful campaign from agency The Monkeys, the phrase is used to bring to light some sobering facts about the distance left to cover until true equality is achieved.
#WhenWillSheBeRight's star, actor Miah Madden, delivers harsh truths with increasing severity, with director Madeline Kelly from Rabbit Content masterfully balancing the tone to deliver a striking statement.
“Australians say ‘She’ll be right’ to dismiss problems we think will fix themselves with time," explains creative, Lizzie Wood. "It’s a cultural complacency that things will sort themselves out, at some point. But for women’s rights, that point is still 100 years away.”
UN Women Australia’s Executive Director, Janelle Weissman, adds: “Gender equality has been on the agenda for a long time; from the Suffragettes to the #metoo movement.
“With seemingly so much momentum, it is easy to think that equality is around the corner, just a generation away perhaps. Yet at our current rate of progress, it will take 99.5 years to achieve gender equality.
“That means your children, and your children’s children and even their children will not grow up in an equal world. That means that another six billion, nine hundred and thirty million girls will be born into an unequal world.”
