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Our Watch partner with MIMCO to prevent violence against women and their children

March 3, 2016 / Our Watch media team

Our Watch is proud to announce a partnership with retailer, MIMCO to prevent violence against women and their children before it starts, through challenging its drivers – gender inequality and restrictive gender stereotypes.

A young black woman in a black dress and bob haircut has one hand on her hip and in the other holds up a MIMCO branded purse.

The three-year commitment will see MIMCO release seasonal capsule collections with 100% of all profits going towards education programs and training to help end violence against women and children.

To launch the partnership, MIMCO has designed three pouches embossed with powerful words; ‘Inspire’, ‘Empower’ and ‘Respect’. The designs have been crafted in generous collaboration with print designer Karolina York and will be available in MIMCO, David Jones and Myer stores nationally and online from 3rd March 2016. In support of the campaign and to coincide with the launch, a full reportage will also feature in the April issue of Marie Claire.

A fully integrated marketing campaign featuring Our Watch Ambassadors Rosie Batty (family violence activist), Jo Stanley (radio personality) and Khadija Gbla (human rights activist) together with artist and campaign supporter Sarah Staunton (Pen Hearts Paper) will launch the campaign when it hit stores this month.

Under the direction of MIMCO Managing and Creative Director, Cathryn Wills, the campaign was shot by photographer Scott Newett, and features each of the women holding a pouch together with their own personal message of empowerment. The campaign also encourages consumers to make a stand by uploading their own image to social media with their MIMCO x Our Watch pouch and the hashtag #bepartofthechange to amplify the message further.

With the funds raised by MIMCO, Our Watch will develop a new parent toolkit and children’s book to help the next generation of Australian’s foster equality, value individuality and develop respectful relationships.

MIMCO Managing and Creative Director, Cathryn Wills, said the brand is proud to step up and have uncomfortable conversations around an issue that affects so many Australians.

“This is the first time we have forged an ongoing partnership with a charity. It has always been on the agenda and we are pleased to have found an organisation and supporting partners that share the same values around women and children, strength and empowerment” Wills said.

“The statistics are frightening and the reality is that this partnership with Our Watch, is of great importance to our customers and our staff. We are proud to give the issue a voice and be part of the change.” Wills concluded.

Our Watch Chief Executive Officer, Mary Barry, said the organisation is proud to partner with MIMCO, and have the support of Marie Claire, to help stop violence against women and their children before it starts.

“MIMCO and Marie Claire understand that gender equality is at the heart of the solution to preventing violence against women and their children. This partnership will help create a world where all children can achieve anything, be themselves, and live free of violence,” she said.

“Corporate leadership to prevent violence against women and their children in Australia is fundamental to achieving change. We thank MIMCO for the opportunity to further assist parents and children to build the skills to have healthy, respectful and equal relationships” said Ms Barry.

Marie Claire Editor, Nicky Briger, said the magazine is thrilled to be partnering with MIMCO and Our Watch for this important campaign to help end violence against women and children.

“Marie Claire has long championed women’s rights and gender equality, so when we met with Our Watch and MIMCO to discuss their shared vision, it was a no-brainer for us to lend our support” said Briger. “For our April reportage, we approached a number of celebrities, including Megan Gale, Dannii Minogue, Jesinta Campbell and Ian Thorpe, to get involved and they all jumped at the chance. The message of primary prevention – educating our kids to respect women and each other – resonated with everyone as it’s the only way we’re really going to reshape the future.”

In recognition of the new partnership, MIMCO and Marie Claire are proudly presenting the International Women’s Day Forum on Tuesday 8th March as part of the Virgin Australia Melbourne Fashion Festival. Hosted by Jackie Frank, Group Publisher – Fashion & Health Titles, Pacific Magazines, a panel of dynamic identities including MIMCO Managing and Creative Director, Cathryn Wills and Our Watch Chair, Natasha Stott Despoja will explore issues around gender equality and female empowerment on this pivotal day.

#bepartofthechange | mimco.com.au/our-watch

Media contact

Laurelle Keough (laurelle.keough@ourwatch.org.au or 0448 844 930).

*If you cover this story, or any story regarding violence against women and children, please include the following tagline:

“If you or someone you know is impacted by sexual assault, family or domestic violence, call 1800RESPECT on 1800 737 732 or visit www.1800RESPECT.org.au. In an emergency, call 000.”

To access guides for reporting about violence against women and their children, visit Media Making Change.