Masked as a tourism ad campaign titled Australia, The Land of Secrets, White Ribbon Australia encouraged anyone to divulge a secret involving domestic violence hidden behind the backdrop of Australia's beautiful culture, scenery and homes.
The ad starts with the calming voice of a narrator saying that:
"Australia - the land of secrets, where nature thrives in the heart of the city... And trains run on sand and stars come out every night ..."
There were shots of green landscapes and whales under the sea before the narrator went saying:
"...and one woman a week dies from an act of domestic violence."
The narrator ended with a message that hopefully echoes what the video contends:
"With a continent of unexplored wilderness, a coastline of deserted beaches and modern bustling cities, Australia's secrets have many places to hide - uncover just one of them."
The ad was made by Sydney creative agency Archibald/Williams.
"The campaign is designed to create some noise around a subject that for too long has been Australia's dark secret. The fact that behind the sparkle of our modern, sophisticated nation, violence against women is happening on a daily basis," Bram Williams, a partner for Archibald/Williams stated.
"The issue of male violence against women is real and insidious, but the extent to which it exists, and its impact in Australia is still largely hidden. The launch of Australia, Land of Secrets, on the eve of White Ribbon Day, calls on men, women and the whole community to help uncover Australia's dark secret, raise awareness and act to stop violence against women," explained Libby Davies, CEO at White Ribbon Australia.
This not-for-profit oragnisation, interestingly, is the world's largest male-led movement to end men's violence against women. It is also Australia's only national, male-led primary prevention campaign to end men's violence against women.
"Through primary prevention initiatives and an annual campaign, White Ribbon Australia seeks to change the attitudes and behaviours that lead to and perpetuate men's violence against women, by engaging boys and men to lead social change," as written from White Ribbon's Web site.