The commercial documents the fight of one of The Guardian’s core editorial themes in Australia — women’s equality. The audio features voices pushing for progress, and those trying to deny it.

For the issue of women’s right, soundbites span the Suffragettes, protesters during the referendum on voting rights, 1973 Anti-abortion demonstrators and the 1992 Reclaim the night protest. It also features Susan Ryan, Australia’s first female minister and Julia Gillard, the first female PM. The final quote is from Grace Tame, Australian of the year and survivor of sexual assault.

The culmination delivers the role of The Guardian and its unrelenting commitment to deliver facts to drive further progress.

Outline

Using soundbites, the following radio commercial documents the long fight Australian women have had for equal rights. The audio content is all from high profile news stories found over generations and delivered in chronological order to this day. The voices feature the Suffragettes, protesters during the Australian referendum on voting rights and Equal Pay. People from anti-abortion demonstrations in 1973 and the Reclaim the night protest in 1992. It also features Susan Ryan, Australia’s first female minister, Julia Gillard, the nation’s first female Prime Minister and Penny Wong in the 2022 Election. The final quote is from Grace Tame, Australian of the year and survivor of sexual assault.

Script

Women are oppressed because they are women.

Well I hope it’s a great future, much, much better than we have now.

What do we want? Equal pay. When do we want it? Now.

Women will go to any length to have an abortion.

It’s none of your bloody business.

Yes means yes, no means no.

Without the fear of rape.

Feminism loses and antagonises more voters than it attracts.

I’m not a token woman, I’m the first woman to have achieved cabinet post but I’m not the last. I am truly honoured to lead this country.

Ditch the witch.

I will not be lectured about sexism and misogyny by this man.

No means no, no means no.

Using my voice, amongst a growing chorus of voices that will not be silenced.

Australians have chosen a government for women.

We’ve come a long way but there’s still more work to do.

In the fight for progress, news needs a guardian.

The Guardian

Australian media is dominated by two players. Both have a negative agenda on some of society’s biggest issues. Many Australians don’t believe the news is independent, factual or interested in progress. The Guardian is the antithesis of this.

Unlike in the UK, The Guardian in Australia has low awareness and understanding of its editorial purpose. We needed to define what the publication stood for in a way that was relevant to Australian society.

Since launch, brand awareness for The Guardian in Australia has increased by 12%.

The voices featured highlighted every major pivotal or iconic moment of the issue in Australian society. Locally, people recognised the voices and moments in the ongoing struggle for each issue.