‘When Will She’ll Be Right?’ gender equality campaign launches

The new UN Women Australia campaign debuting on International Women's Day 2021 wants to speed up efforts to achieve gender equality with a play on the Australian ‘she’ll be right’ attitude

UN Women Australia has launched a new campaign, ‘When Will She’ll Be Right?’, which focuses on gender inequality in Australia and the UN’s goal of achieving equality for women globally by 2030. The campaign debuts as the world celebrates International Women's Day.

UN Women Australia wants to push women’s equality to the top of the agenda and accelerate efforts, with the ambitious task of doing 100 year’s of work in 10. It is part of the UN’s Sustainable Development Goal #5 is for gender equality by 2030, but at the current pace of change equality will not be reached for another 99.5 years, according to the World Economic Forum.

The latest campaign adopts the popular saying, “She’ll be right” that dismisses problems that might be fixed in time, and turns the motto into a question of not only how, but also when. It was created by The Monkeys, part of Accenture Interactive, and stars actor, Miah Madden, and will be on broadcast TV, social, digital and out of-home advertising.

UN Women Australia wants to remind everyone that gender inequality is the biggest human right’s issue of our time which impacts everyone. The campaign aims to kick off efforts to make a seismic shift, rather than just incremental change, when it comes to women’s equality.

“Gender equality has been on the agenda for a long time; from the Suffragettes to the #metoo movement. With seemingly so much momentum, it is easy to think that equality is around the corner, just a generation away perhaps. Yet at our current rate of progress, it will take 99.5 years to achieve gender equality,” said UN Women Australia’s executive director, Janelle Weissman.

“That means your children, and your children’s children and even their children will not grow up in an equal world. That means that another six billion, nine hundred and thirty million girls will be born into an unequal world,” she said.

The Monkeys creative, Lizzie Wood, said the creative is about raising tough questions.

“Australians say ‘She’ll be right’ to dismiss problems we think will fix themselves with time; it’s a cultural complacency that things will sort themselves out, at some point. But for women’s rights, that point is still 100 years away,” she said.

UN Women Australia advisor Sunita Gloster added gender inequality is the biggest human right’s issue of our time. "It impacts all of us," she said.

"This work enables UN Women Australia to sustain the campaign that is raging on this issue and call for accelerated action for the empowerment of women and girls, every day. That's what it's going to take.”

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