Polished Man gives middle finger to violence in new pro bono campaign via By All Means – Campaign Brief

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Polished Man, a charity that raises awareness and funds to help end violence against women and children, has launched its 2022 campaign, enlisting a team of celebrity ambassadors Jock Zonfrillo, Gyton Grantley, Dylan Lewis, Sarah Davidson, Maria Thattil, Travis Cloke and Isaac Smith to deliver a hard-hitting take on its key message.

The TVC campaign, print and outdoor, created by By All Means with the generous help of MOFA, Mr. Fox and Paul Hermes, makes new use of Polished Man’s existing way of gaining participation and awareness: asking people to paint a fingernail blue. This time, that fingernail has become a full finger, and that finger stands up in the face of violence.

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

“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! »

Each year, Polished Man raises funds which are used to support trauma prevention programs through ygap, as well as trauma recovery programs through agencies such as the Australian Childhood Foundation, SAMSN, Hagar Australia and McAuley Community Services for Women. These efforts help both protect women and children from violence, as well as help survivors recover and rebuild their own futures. By painting a fingernail blue, or choosing to donate or become an official fundraiser, you can help end the cycle of violence against women and children.

According to Ed Howley, creative partner at By All Means: “To stand out in this category is extraordinarily difficult. 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.

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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