TIKTOK’s Respect. it’s the goat.
TikTok Australia
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Australia is facing a significant and growing crisis of disrespect towards women.
With more than 10.5 million Australians using TikTok, the platform identified an opportunity to use its cultural influence and reach to drive meaningful change. This consumer PR and integrated communications campaign targeted men aged 16–24 at the prevention stage - reshaping attitudes toward women and helping to stop gender-based violence before it starts.
Earn it
Third-party research commissioned for the campaign revealed that 81% of young men in Australia wanted to do more to call out disrespect, but most didn't know where to start.
TikTok Australia partnered with leading prevention organisation Our Watch and its behaviour change initiative, The Line, to launch Respect. It's the GOAT. - a campaign designed to equip young men with the tools and confidence to take action.
Through earned media, content creator partnerships and expert talent, we worked with respected TikTok role models, including Olympians and prominent creators, to deliver authentic, peer-led content that made respect feel relevant and accessible.
A dedicated #RespectGOAT hashtag page centralised content on platform, while out-of-home advertising at Sydney's major train stations and targeted media relations extended the campaign's reach into the real world.
Make it Stick
632 total pieces of earned media coverage including Weekend TODAY Show, The Daily Telegraph, Nova, 7News and Body+Soul.
65.8+ million reach.
On platform, campaign content accumulated 28.6 million TikTok views.
5,000 new followers for Our Watch’s The Line TikTok over the campaign period, showing signs of greater brand awareness for the organisation.
