About us

Our Mission

shEqual is the first coordinated effort in Australia to promote gender equality and address the drivers of violence against women in the advertising setting.

It’s our mission to raise industry and public awareness, reinforce positive behaviours, and empower people to take action in shaping how women are represented in the stories we tell and consume.

Our national strategic framework for championing gender equality in advertising, Seeing is Believing, provides a blueprint for long-term change.

Download Seeing is Believing

About Us

We’re a collective of organisations and individuals from the advertising industry and gender equity sector.

We believe in the power of people coming together to champion change, and we invite you to join us.

Women’s Health Victoria

shEqual is led by Women’s Health Victoria (WHV) – a statewide women’s health promotion, advocacy and support service with a history spanning more than 25 years. Proudly independent, feminist and not-for-profit, WHV launched shEqual in 2020 as part of their multi-year project exploring how to prevent and address gender inequality in advertising.

shEqual is the culmination of years of research, advocacy and engagement with advertising industry and brand representatives. It forms an important part of WHV’s vision of ‘Women living well – healthy, empowered and equal’.

Download Advertising (in)equality 

Project Reference Group

shEqual is informed by a dedicated project reference group of gender equity practitioners alongside leading voices from the advertising industry. Members of the group are passionate advocates of equality committed to creating sustainable change, within the industry and society at large.

Current reference group members are:
Anita Fox, HESTA
Bec Brideson, Venus Comms
Casey Burchell, Bank Australia
Kate Griffiths, The Shannon Company
Kerry Grenfell, Respect Victoria
Dr Lauren Gurrieri, RMIT University
Leona Irvine, Initiative
Lily Tidy, The Shannon Company
Lisa Gumbleton, Marmalade
Nancy Pierorazio, City of Melbourne
Nici Hennington, Clemenger Group
Penny Shell, OMD
Rosie McFarlane, DiDi
Samuel Kininmonth, RMIT University
Scott Laird, Initiative
Stephanie Francas, Our Watch

Strategic partners

Victoria State Government logo on a transparent background

Victorian Government

shEqual is supported by the Victorian Government under the Free from Violence and Safe and Strong strategies.

Visit https://www.vic.gov.au/about-women-victoria for more information.

Respect Victoria

Respect Victoria supports shEqual as a strategic partner, as part of its role in preventing all forms of family violence and violence against women.

Visit https://www.respectvictoria.vic.gov.au for more information.

“I would love to see our industry become more educated about how we can change up our content to be more representative.”

Sarah McGregor – Executive Creative Director, Communicado