Respect. it’s the goat.
TikTok
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Australia faces a huge crisis regarding disrespect towards women. With over 10.5 million Australians using TikTok, the platform saw an opportunity to use its cultural influence for good, reaching men aged 16–24 at the prevention stage to reshape attitudes and help stop violence against women before it starts.
Earn it
81% of young men wanted to do more to call out disrespect, but most didn't know where to start. TikTok partnered with Our Watch's The Line to launch Respect. It's the GOAT, a campaign designed to equip young men with the tools to take action. Grounded in YouGov research, we engaged respected TikTok role models, from Olympians to creators, to deliver authentic, peer-led content that made respect feel relevant, not preachy. A dedicated #RespectGOAT hashtag page centralised the content on platform, while an OOH buy at Sydney's major train stations and media outreach took the message into the real world.
Make it Stick
632 pieces of coverage
65,826,227 reach
TikTok views: 28,676,150
5,000 new followers for The Line TikTok over the campaign period and anecdotally noted an increased brand awareness.
