PROBLEM
A unified collective of brands came together to change the way Australians understand, act and report tech based abuse.

IDEA
The Good Bloke effect or “himpathy” has rippled into many corners of society, including influential spaces like media. We called out the “Good Blokes” in a potent one take film. Accompany ing the film was a Ai device that detected “Good Bloke” language depicted across media.

NOTE: For unforeseen reasons this campaign did not air.