Polite man points out violence against women and children

polite mana charity that raises funds and awareness to end violence against women and children, has launched its 2022 campaign in partnership with Melbourne creative agency By All Means.

The campaign has brought in a host of celebrity ambassadors, including Jock Zonfrillo, Gyton Grantley, Dylan Lewis, Sarah Davidson, Maria Thattil, Travis Cloke and Isaac Smith.

This marks the organisation’s ninth consecutive year, with previous iterations of the campaign simply asking people to paint a fingernail blue to raise awareness and start a conversation around the serious issue of violence.

The latest takes the message up a notch, with a 30-second spot showing participants raising their finger on violence against women.

“It’s an issue that always demands attention, but amid the dire state of the world, attention is becoming an increasingly scarce resource,” said Kat Crowley, campaign manager at Polished Man.

“The By All Means team has demonstrated that when it comes to ending violence against women and children, sometimes giving support just isn’t enough. This is a problem that needs something a little more overt! »

Funds raised through the annual campaigns are used to support injury prevention programs through ygap, as well as trauma recovery programs through agencies such as the Australian Childhood Foundatioen, SAMSN, Hagar Australia and McAuley Community Services for Women.

“Standing out in this category is extraordinarily difficult,” said Ed Howley, creative partner at By All Means.

“If you shock people, they turn away, cover their eyes and pretend they never saw anything. If you’re too light, they don’t work. This simple evolution of the famous Polished Man symbol is just the right amount of both, and we applaud Polished Man for helping us strike the balance.

The integrated campaign was created in collaboration with MOFA, Mr. Fox and Paul Hermes and is being broadcast on television, in print and out of home.

You can read more about Polished Man and their important work here.


Customer – Polite man
Campaign Manager: Kat Crowley
Campaign Manager: Kaitlin Harasym
Senior Graphic Designer: Taryn Yat
Head of Digital Communications and Ambassadors: Nikki Mathison

Agency – By all means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Aaron Pepper
Creative: Ash Gotti
Creative: Jacob Redding

Photography: Paul Hermes
Audio Producer: Matthew Hadley
Music: NOZU (musical chapter)

Production company – MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Helen Morahan
Production Manager: Georgina Hean
Cinematographer: Edward Goldner
1st AD: Isaac Elliot
1st CA: Joel Soh
2nd AC/Data Wrangler: Ashleigh Hammond
Director: Mark Blanch
Sound: Adam Armstrong
Artistic Director / Clothing: Georgia Crowley
HMU: Renée Grech
Nurse: Carole Snibson

Camera rental: the house of vision

Post production – Mr. Fox
Post-production: Clare Lehner and Beck Read
Publisher: Drew Moden
Online: Drew Moden
Colorist: Matt Fezz

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