Polished Man is giving violence the finger in new pro bono campaign via By All Means
Polished Man, a charity that raises awareness and funds to help end violence against women and children, has launched its 2022 campaign, enlisting a team of celebrity ambassadors Jock Zonfrillo, Gyton Grantley, Dylan Lewis, Sarah Davidson, Maria Thattil, Travis Cloke and Isaac Smith to deliver an impactful take on its key message.
The TVC, print and outdoor campaign, created by By All Means with the generous help of MOFA, Mr Fox and Paul Hermes, makes new use of Polished Man’s existing way of gaining participation and awareness: asking people to paint one fingernail blue. This time, that one fingernail has become one whole finger, and that finger is being raised in the face of violence.
Says Kat Crowley, campaign manager at Polished Man: “This is an issue that always demands attention, but in the midst of the catastrophic state of the world, attention is becoming an increasingly scarce resource.
“The team at By All Means demonstrated that when it comes to ending violence against women and children, lending your support sometimes just isn’t enough. It’s an issue that requires something a little more overt!”
Each year Polished Man raises funds which are used to support trauma prevention programs through ygap, as well as trauma recovery programs via agencies including the Australian Childhood Foundation, SAMSN, Hagar Australia and McAuley Community Services for Women. These efforts both help protect women and children from violence, as well as helping survivors recover and rebuild their own futures. By painting one nail blue, or by choosing to donate or become an official fundraiser, you can help end the cycle of violence against women and children.
Says Ed Howley, creative partner at By All Means: “Cutting through in this category is extraordinarily difficult. If you shock people, they turn away, cover their eyes and pretend they never saw anything. If you’re too light-hearted, they don’t take action. This simple evolution of Polished Man’s famous symbol is just the right amount of both, and we applaud Polished Man for helping us find the equilibrium.”
Client – Polished Man
Campaign Manager: Kat Crowley
Campaign Manager: Kaitlin Harasym
Senior Graphic Designer: Taryn Yat
Digital Comms & Ambassador Manager: Nikki Mathison
Agency – By All Means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Aaron Pepper
Creative: Ash Gotti
Creative: Jacob Redding
Photography: Paul Hermes
Audio Production: Matthew Hadley
Music: NOZU (Chapter Music)
Production Company – MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Helen Morahan
Production Mgr: Georgina Hean
DOP: Edward Goldner
1st AD: Isaac Elliot
1st AC: Joel Soh
2nd AC/Data Wrangler: Ashleigh Hammond
Gaffer: Mark Blanch
Sound: Adam Armstrong
Art Dir / Wardrobe: Georgia Crowley
HMU: Renee Grech
Nurse: Carole Snibson
Camera Rental: The Vision House
Post Production – Mr Fox
Post Producer: Clare Lehner & Beck Read
Editor: Drew Moden
Online: Drew Moden
Colourist: Matt Fezz
8 Comments
Well done to everyone involved, love to see it.
You don’t put an end to violence using a hand sign that can provoke violence.
‘Walk away’ – I’d buy. ‘Give the finger’ – Nup.
Looks cheap
By definition, ‘pro bono’ means without payment. So I dare say this was probably cheap to make.
Make my ring finger do that
Lazy and ineffectual.
The slow death of this organisation thanks to this campaign. I give them 6 months.
Well as a woman who is a survivor of male violence – within the advertising industry – I find it empowering. I will definitely be giving the blue finger this October. Bravo.