Visual storytelling for a safer, more supportive online experience
The Queensland Department of Justice and Attorney-General revamped their resources and website content around support for domestic and family violence (DFV). It was part of a campaign titled ‘Need to know’. This revamp necessitated a need for new imagery that reflected different audiences. While New Word Order is a full-service agency and most often manages and produces projects from start to finish, we are called up for projects such as these where we can come in to art direct, organise and produce a photography shoot and deliver assets for other teams to utilise.
Challenge
Finding the right talent was the most critical challenge of this project. Our client specifically wanted to represent a diverse range of minority groups, including First Nations peoples, LGBTIQ+ people, people living with disability, and people from a culturally and linguistically diverse (CALD) background. Our next challenge was producing a style of imagery that spoke to the project’s tone of hope and positive support.
The spark
Being authentic and human centric was our north star for strategy and creative.
We developed a strategic platform built on promoting examples of healthy, safe and respectful relationships. Modelling more positive behaviour and showing what healthy relationships look like were key to helping the audience gain a better understanding and recognition of DFV. It also ensured the website’s visuals weren’t too confronting for users, but instead provided a welcoming and safe space where they can access the resources and help they may need.
Creative
We work with a variety of talented photographers. Picking the right partner for this shoot was crucial, so we invested heavily in the pre-production and selection process. With the talent mix locked up, our creative job was to capture a suite of shots that could be used across a variety of mediums and platforms. Across all these shots, we aimed to infuse them with genuine warmth and humanity.
Outcome
'Need to know’ is live and already helping those who may be experiencing DFV. Our role in making that happen is the type of impact our agency aspires to every day.