UN Women Australia: ‘When Will She Be Right?’

Summary

Project: ‘When Will She Be Right?’ – International Women’s Day Campaign.
Objective: Spark national awareness and organic media traction around gender equality, cutting through a saturated International Women’s Day news cycle.
Services: Strategy development, influencer engagement, messaging & press kit development, PR execution & interviews.
Impact: 1 in 40 Australians viewed the campaign in 48 hours, zero paid media, and widespread cultural engagement.

The Challenge

A Bold Cultural Reframing of a National Catchphrase.

To mark International Women’s Day, UN Women Australia (UNWA) partnered with The Monkeys to launch ‘When Will She Be Right?’, a provocative campaign challenging Australia’s laid-back attitude toward gender inequality. Inspired by the iconic phrase “She’ll be right,” the campaign flipped it on its head to highlight a confronting truth: at the current rate, women’s equality is still 100 years away.

KLPR was engaged to drive unpaid media traction and cut through an oversaturated International Women’s Day news cycle. The brief was to build organic momentum, secure celebrity and influencer engagement, and spark a nationwide conversation — all without paid media spend.

KLPR executed a lean but powerful PR campaign that earned national and international attention for UN Women Australia. The campaign film struck a chord with audiences, with coverage and conversation fuelled entirely through organic sharing.

In just 48 hours, the campaign video was viewed by 1 in 40 Australians, driven by media coverage, celebrity advocacy, and widespread social dialogue. The result was a cultural moment that demanded accountability, questioned complacency, and redefined how Australians talk about gender equality.

KLPR’s strategic messaging, media relationships, and influencer outreach helped UN Women Australia enter that conversation authentically, impactfully, and with cultural relevance.

The Outcome

Unpaid Reach, National Conversation, and Industry Recognition.

The campaign achieved:

  • Widespread unpaid coverage across top-tier lifestyle and advocacy outlets including 9Honey, Lifehacker, She Does This, She Society, and the Allison Baden-Clay Foundation.
  • Support from notable personalities, including iconic Australian band Human Nature.
  • Ad Campaign of the Year 2022 – AdNews.
  • A powerful and ongoing national conversation about the future of gender equality and the cultural attitudes that hold it back.

Through powerful storytelling, precise PR execution, and influencer advocacy, KLPR helped UN Women Australia turn a single campaign moment into a movement for change and reflection.