A powerful call to arms.
World Vision Australia has joined forces with an inspiring collective of Australian females to ignite a new campaign ahead of International Day of the Girl (October 11).
The integrated campaign called 1,000 Voices for 1,000 Girls is in response to an alarming surge in global child marriage and violence rates, and sees celebrities raising their voices to tell the stories of some of the world’s most vulnerable girls, while encouraging Australians to do the same.
The all-star female lineup includes; Melbourne Cup winner, Michelle Payne; First Nations model and advocate, Samantha Harris; the first-African-born Australian Netball World Champion, Sunday Aryang; and female activists; Liz Ellis, Pallavi Sharda, and Melissa Doyle AM.
The campaign is the work of World Vision’s in-house creative and communications teams, brought to life by an all-female lead crew and production and PR partner TBWA/Eleven.
World Vision CMO, Louise Cummins, said child marriage more than doubled during the COVID-19 pandemic and is expected to increase further as a result of the cost-of-living crisis.
“When a young girl’s dignity, hope and innocence are taken from her, and all she has left is her story – it’s our job not just to tell her story but change it," she said.
"We are so grateful to our female collective who, so passionately and powerfully, loaned their voices in support.”
Payne said the statistics of violence against women and girls around the world are incomprehensible.
“I’m very passionate about using my voice to be able to raise awareness on these issues – and in doing so, provide hope and opportunity to girls around the world,” said Payne.
After fleeing the civil war in Ethiopia with her parents, this year, Aryang became the youngest member of the Australian Diamonds.
She said the reason behind her moving to Australia was because a lot of the gender-based situations that are happening in Ethiopia.
“My dad wanted us to get an education, which is something I know a lot of young girls simply don't get in Africa. Everyone deserves an education, safety and a voice – together, we have to keep advocating for that,” said Aryang.
The 1,000 Voices for 1,000 Girls movement hopes to encourage Australians to support 1,000 of the world’s most vulnerable girls in the lead up to International Day of the Girl, and help give them a voice through World Vision’s Child Sponsorship program.
The campaign will be supported through social, digital, OOH, ambassadors and PR.
To find out more about the movement or World Vision’s Child Sponsorship visit: www.worldvision.com.au/1000-voices.
Credits:
World Vision Australia
Chief Marketing Officer - Louise Cummins
Head of Brand, Creative & Content - Andrew Henderson
Creative Director - Rory Ellis
Integrated Creative Lead – Brad O’Meara
Copywriters – Amy Tan, Margaret Spencer
Senior Acquisition Manager – Jacqui Martin
Brand Comms Manager - Lucy Fogarty
Ambassador Lead – Amanda Reedy
Content Producers – Joe Callanan, David Fonti
Production & PR partners: TBWA\Melbourne and Eleven
Director: Greta Nash
DOP: Bonita Carzino
Sound: Final Sound
Grade: Ted Deacey
Photographer: Michelle Tran (Hart & Co.)
Media agency:
Essence MediaCom Global
