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White Ribbon breaks new campaign

White Ribbon, an organization that works to counter violence against women and promote gender equity, has begun a new marketing campaign called “I Knew All Along.” According to the organization, the initiative is intended to highlight the anxieties of raising a daughter. The campaign was developed by Bensimon Byrne of Toronto. It consists of national television public service announcements, as well as public relations and influencer activies. The creative depicts a new father who recalls his own past behaviour toward women while holding his infant daughter. Public relations are being handled by Narrative.

“The inspiration for ‘I Knew All Along’ came from the multitude of videos on social platforms, often played for laughs, detailing father’s worries about ‘other boys and men’ as their daughters grow up,” said Joseph Bonnici, chief creative officer at Bensimon Byrne. “It seemed like there was a total lack of self-examination about how they may have treated women or girls in their past. We felt in order for this to have a powerful emotional impact and cause the self-examination that we wanted from men, it was imperative to have the penny drop for the viewer at the same time as it does for the father in the film.”

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