Today is an incredibly proud moment for us at Bravand as we’re able to join our fabulous client in unveiling the White Ribbon Day 2024 campaign, a project that has been a labour of love for our team over the past several months.
White Ribbon UK, the national movement committed to ending male violence against women, was introduced to us earlier this year following a LinkedIn post I wrote over four months ago - it’s amazing to think how one post can result in this sort of work, and to have the opportunity to contribute to this year’s campaign is something that means the world to us.
White Ribbon Day 2024: "It Starts with MEn”
White Ribbon Day, observed on November 25th, is a day that holds significant importance across the UK. It’s a day where we all come together to raise awareness, challenge harmful gender norms, and encourage men and boys to take responsibility for ending violence against women. This year’s campaign, under the powerful message of "It Starts with MEn," is designed to resonate deeply, inspire change, and most importantly, engage men in a conversation that often feels difficult but is absolutely necessary.
The creative direction, artwork, and design for this campaign were all handled by my amazing teammates at Bravand. Emma Wood, our incredibly talented Creative Director, has been at the helm of the core campaign, crafting a visual narrative that draws inspiration from cultural icons across music, film and fashion, known for their ability to make change without being preachy and, dare I say, looks really fucking cool in the process.
Credit: Emma Wood for Bravand
The aim was to deliver a campaign that not only creates an impact but is also something that men and boys would be genuinely proud to be part of, whether they’re wearing it on a t-shirt, adorning their jacket with a pin, or simply wearing the iconic white ribbon itself.
Creating Impact with Style
What makes this campaign stand out is the balance we’ve struck between delivering a serious message and doing so in a way that feels fresh, relevant, and cool. We wanted to create something that men could connect with on a personal level, something they would want to wear, share, and talk about. It’s not just about raising awareness; it’s about starting a movement where men actively engage and feel proud to stand against violence.
Not one message fits all when it comes to something tricky to talk about
Our work didn’t stop at the core campaign. With the White Ribbon team briefing us on the fact that a huge part of their work is aimed at boys within both secondary and primary schools, we recognised the need to adapt our messaging to these different audiences.
This is where I feel our unique Bravand way of working really brought something new and our brilliant intern, Alfie Bradley, currently studying at UTC Sheffield City Centre stepped in. Alfie has led the sub-brand messaging aimed at primary school audiences with the theme "Kindness starts with me."
Credit: Alfie Bradley for Bravand
This more colourful, brighter, somewhat softer but no less cool approach is crucial in shaping the next generation’s understanding of kindness and respect, laying the foundation for a future where violence is never an option.
Engaging Our Core Audiences
The White Ribbon Day 2024 campaign is designed to reach and resonate with several key audiences. Today we launch the campaign’s landing page online - with beautifully designed resources aimed at a range of different audiences that require guidance and materials to empower them to be involved:
1) White Ribbon ambassadors. Those individuals who are already committed to spreading the word and advocating for change.
2) Organisations that are interested in becoming White Ribbon accredited, helping them integrate these values into their corporate culture.
3) Schools and educators. Both secondary and primary, as they play a critical role in shaping attitudes and behaviours from a young age.
But beyond these groups, we’re aiming to engage the wider UK population - and with the White Ribbon online shop now containing a growing collection of merch, we're aiming to see white ribbons in all forms worn with pride across the nation this November, as a symbol of commitment to ending violence against women and fostering a culture of respect.
A Proud Moment for Bravand
To say we’re proud of this campaign is an understatement. Every detail, every design element, every piece of messaging has been thoughtfully crafted by our team to ensure that it not only raises awareness but also drives action. We’ve worked closely with the White Ribbon team to create something that stands out, something that people will remember, and most importantly, something that makes a difference.
As we launch this campaign today, I’m filled with gratitude for the opportunity to be part of such an important movement. And I’m incredibly proud of Emma, Alfie, UX designer Alexa and project manager extraordinaire, Aga for their dedication, creativity, and passion in bringing this campaign to life.
Even more so, I’m so thankful to the White Ribbon team, Layla, Savannah, Jade and CEO Anthea for trusting us with this and for letting us be a little braver with this hugely important date in their calendar. I can’t wait to get busy with the rest of this project as we closer to the big day itself!
So, as November 25th approaches, I urge you all to get involved. Wear your white ribbon with pride, spread the word, and be part of the change. Because it really does start with men - and together, we can make a difference.
