Our Watch: Doing Nothing Does Harm

Australia's national body for the prevention of violence against women, Our Watch, launched an interactive campaign weaponising retargeting to help Australians do something when they witness disrespect towards women.

The campaign centrepiece is a series of short, interactive videos that recreate everyday situations and challenge the viewer to click "do something", using YouTube's Info Cards, when the conversation turns disrespectful. The conclusion of each video is dependent on the viewer's choice of action - or inaction.

If the viewer chooses to 'Do Something' they will be rewarded with being 'detargeted' so that they will not need to see the ad again. If they choose to do nothing, then they will continue to be retargeted - seeing more of our ads (and the sexist behaviour) again and again, encouraging them to do something.