Women for Election asks Aussie women to change what power looks like in new campaign via BMF

Women for Election – a for-purpose, non-partisan organisation with a mission to inspire and equip more women to enter politics – is combating gender inequality in Australia with the launch of a new campaign ‘Power Like You’ve Never Seen’, developed by BMF.

Supported by UN Women Australia, the brand platform and integrated campaign encourages Australians to rethink the face of power and support a new era of female political leadership by calling on Australians to question their ideas of what power looks like and to urge more women to become political representatives.

The campaign includes a hero 60 second TVC which features traditional and stereotypical ideas of what power has historically looked like including a name on a building, a title, a suit, a large desk, a spinning chair, and a statue with a plaque on it. The ad asks women to be part of the redefinition of power and change what power looks like by becoming part of it.

In addition, a series of digital out-of-home ads will air across billboards in Australia with the slogans “Power Like You’ve Never Seen” and “If You Care, You’re Qualified” as well as a print advertisement championing a new era in leadership. The TV, OOH and print is further supported by PR, social and influencer as well as a microsite.

Says Licia Heath, CEO, Women for Election: “Australians are ready for more women in office; in order to make that vision a reality in future elections, we need to change our idea of what power looks like in Australia. We’ve seen women reclaim it by marching in Canberra, and now we want them to exercise it by taking a seat in each of Australia’s political chambers, be that Council, State or Federal.”

Says Pia Chaudhuri, executive creative director at BMF: “Gender equality is 134 away in Australia, which means none of us will ever see a gender equal society. But the fastest way to reduce this number is to get more women into public office – to give them a seat at the table where legislation is created, and major societal decisions are made. With more women in power, we can bring this number down to 10 years. But the challenge is inspiring women to take up these positions in the first place.

“We realised the reason most women don’t enter politics is simply because, for centuries now, power has been branded as male. So, we decided the only way we’ll ever truly achieve our goal, is to rebrand power itself. To make familiar symbols of power outdated, making way for a more inclusive brand of power. This is obviously a huge ambition. That’s why this is the start of a 10-year campaign – one that will only finish when we’ve reached gender equality. Ultimately, we want both the platform and concept of ‘Power Like You’ve Never Seen’ to become redundant in the not-so-distant future.”

The campaign launches Feb 7 on television, social and digital out-of-home around the nation.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Executive Creative Director: Pia Chaudhuri
Senior Art Director: Nadia Ahmed
Senior Copywriter: Ellie Jones
Head of Art & Design: Lincoln Grice
Designer: Alex Kidd
Strategy Director: Rachel White
Account Manager: Lauren Mayne
Head of TV: Jenny Lee-Archer
Production Director: Karen Liddle
Finished Artist: Holly Jones
Creative Services Director: Clare Yardley

Client: Women for Election & UN Women Australia
Women for Election CEO: Licia Heath
Campaign Advisor Simone Bartley, THE BR&ND CO
UN Women Australia CEO: Simone Clarke

Brand Agency: THE BR&ND CO
PR, Social and Influencer Agency: Sefiani Communications
Media Agency: Havas Media
Digital Agency: Apparent
Research Agency: Fifty5Five

Production Company: Sweetshop
Director: Phebe Schmidt
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Tom Davies
1st AD: Will Storr
DOP: Matthew Jenkins, Brad Jarrett
1st AC: Marco Mitchell
Gaff/ Grip: Dan Carr, Tommi Hacker
Art Director: Isabella Connelley, Jade Florence
Art Department Assistant: Anita Shao, Louisa Weichmann, Eve Maxwell, Morgan Massey
Wardrobe: Tanya Mudariki
Make-Up: Georgia Gaillard
Runner: Julia Enter
Executive Producer: Daniel Fry, ARC
Producer: Robyn Cummins, ARC
Editor: Brad Jarrett, Bella Walker
Online Artist: Patrick Campbell
Colourist: Dan Molony
Sound Production: Otis Studios
Music: Otis Studios
Casting Director: Megan Darcy from Nick Hamon Casting