Carat launches ‘16 Days in WA’ media campaign for Department of Communities with SWM and SCA
Carat has launched this “16 Days in WA” media campaign in partnership with the Department of Communities and key media partners Seven West Media and SCA. The impactful initiative aims to raise awareness and foster positive change during the 16 Days of Activism Against Gender-Based Violence, which runs annually from November 25 to December 10.
With a focus on education, prevention, and support, the campaign seeks to engage the community and encourage active participation in the ongoing fight against violence in all its forms.
“We are thrilled to work alongside the Department of Communities for the third year, on this important initiative,” said Michelle Testa, Client Partner Carat. “With the increased prevalence of domestic violence in our State, we’ve poured our hearts and minds into ensuring this message is taken far and wide.”
The campaign’s theme for 2024, Stopping Family and Domestic Violence: Play your part, emphasizes that every contribution, no matter how small, is vital in creating a large-scale impact. By participating in the campaign, individuals not only raise awareness but also contribute to a broader societal shift toward gender equality and the elimination of violence against women.
With a discrete budget, Carat was asked to develop a communications strategy that would extend across WA reaching all regions and demographics – as gender-based violence doesn’t discriminate by age.
Carat understood the need to shape the strategy through lived experience, bringing attention to the impact of gender-based violence, and the importance of starting the conversation. Audio was used to provide a platform to lean into the heartbreaking stories leveraging the support of Mix94.5 hosts to respectfully interview survivors and hear their fight first-hand. Mix94.5’s Pete & Kymba and 92.9 Triple M’s Xav & Katie also wore orange t-shirts in the studio to draw attention to the cause through social channels.
Seven West Media was identified as a key partner with the ability to leverage their assets across metro and regional markets to support the initiative. A four-page wrap of The West Australian featuring the distinctive ‘orange’ hue, aimed to draw attention to the initiative and 16 ways the community could get involved. The feature also included eight Agents for Change – community representatives standing up to make a difference and get the conversation started. Seven West Media extended the partnership by altering the masthead to orange and supporting the educate pillar with extended editorial. They will also host the exclusive 16 Days in WA corporate breakfast on Monday 2nd December.
Tash MacNeill, Head of Agency at Seven West Media, said: “It has been wonderful to partner with Carat WA and Department of Communities to bring mass awareness and education to such a vitally important topic. Our role is to connect our audiences with the information and resources that can drive change. That is how we can play our part”.
Nicole Leggett, Executive Director Office for the Prevention of Family and Domestic Violence at Department of Communities, said: “There is still so much to do in the journey towards stopping violence against women. The 16 Days in WA campaign, now in its 8th year, is an integral part of educating and motivating the community to create change. We are proud to partner with Carat WA and Seven West Media to bring awareness to this important topic.”
The campaign will run across metro and regional markets across multiple media channels, including OOH, radio, press, social, display and digital audio ensuring it reaches diverse audiences and creates widespread awareness.
Credits
Carat Team
Client Partner: Michelle Testa
Planning Director: Ash Idle
Group Investment Director: Sam Giuffre
Client Manager: Morgan Hopkins
Client Associate: Ollie O’Meehan
Digital Manager: Nicole MacNeill
Dept Communities Team
Nicole Leggett, Executive Director Office for the Prevention of Family and Domestic Violence
Claire Harris, Director Communications
Nicki Sullivan, Communications Officer
Bridget Lacy, Senior Communications Officer
Tamara D’Costa, Principal Policy Officer, Office for the Prevention of Family and Domestic Violence
SWM Team
Tash MacNeill, Head of Agency
Chloe McElhone, Account Manager
SCA Team
Melissa Henville, Group Sales Manager
Kendal O’Brien, Account Manager
Putri Adhya, Sales Coordinator