Be The Change

An proactive initiative of Fck The Cupcakes by Innocean

Art Director: Dave Varney 
Creative Designer: Madison Chan 
Senior Copywriter: Jacque Kennedy

Check out the site here:

Encouraging men to spot the signs of sexism.

With research showing Aussie men hold some of the most misogynistic views in the Western world, we partnered with Innocean to launch their campaign ‘Be the Change’—aiming to help shift the gender conversation. We created the UX flow, design and copy for the site, including an interactive film unpacking 34 moments of sexism in the workplace.

Sydney, Australia