Creative agency DDI is behind a provocative new campaign for Private Media's Crikey and Women's Agenda publications.
The print, online and events campaign, which kicks off this week with an image of the back of a male politician wearing women's tights, is designed to be bold and draw in a younger audience.
Kylie McCaig, head of marketing and research at Private Media, said: “We want to take Women's Agenda to the next level. The campaign DDI have created reinforces the role we play in women's daily lives and the empowering stance we take against societal expectations.
“It's a bold brand which DDI have given a bold stance.”
John Speers, general manager of DDI, added: “We've found Crikey provokes and stimulates the conversations that matter in Australia. It goes where mainstream media in Australia can't, and our campaign conveys that in a feisty, frank and humorous way.”
