Gendered Violence is an incredibly complex and nuanced term that encapsulates a broad range of behaviors that can be anything from an off-handed comment through to sexual abuse. Unfortunately, it’s also a term with very low awareness. We needed to both educate Australian employees and employers on what the term meant, and the range of behaviours within it. 

To demystify the term, we created a monstrous, insidious shapeshifter to represent the many forms Gendered Violence could take in the workplace.

Through this confronting visual metaphor, we were able to build an emotional link between the behaviours of gendered violence, and a menacing monster that lurked in the shadows of the workplace.

This approach allowed us to convey the severity, without representing victims or perpetrators.