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White Ribbon's “I Knew All Along” addresses the anxieties of raising a daughter
70% of Canadians are anxious about raising daughters due to challenges for women in society
White Ribbon’s new campaign, “I Knew All Along”, captures a new father’s fears about raising a daughter. Conceived by Toronto-based creative agency Bensimon Byrne and directed by TIFF 2022 People’s Choice Award winner Hubert Davis (Untitled Films), the public service announcement encourages men to consider how they can facilitate gender equity, and eradicate gender violence, by considering these things even if they do not have daughters.
The work highlights a new father who, while holding his child in his arms, reflects on how he has behaved toward women and girls in the past. It becomes clear to him that he not only knows what she is likely to face; he could also have made the world better for her by considering his own actions sooner.
Displays of unhealthy masculinities such as violence, misogyny and discrimination are learned behaviours, not something men and boys are inherently born with. The mission of I Knew All Along is to highlight the experiences many women face and encourage male-identified individuals to become conscious of, and accountable for, their actions.
“As a new father to my first daughter, I want to do everything I can to build a healthy relationship with her and be a positive role model where she can learn and experience respect,” says Taylor Demetrioff, Bilingual Community Engagement Manager at White Ribbon. “It’s important to help my daughter grow up seeing her father being vulnerable, and connect with her emotionally so that she has a healthier sense of masculinity, security and respected boundaries.”
White Ribbon works to highlight the systemic and societal issues that lead to gender-based violence. Its mission is to help men and boys understand the reality and dimension of this issue so they can become allies, challenge harmful behaviours, and make real change.
“This film has the power to present complex social issues in a way that is both compelling and universal,” says director Hubert Davis. “To make an emotional impact, it was important for us to highlight a profound personal experience - like becoming a new parent. While not everyone may be a parent, many understand what it feels like to want to protect a loved one."
Creative Director: Debbie Chan
Creative Director: David Mueller
Associate Creative Director: Ana Seguajauregui Sanchez
Art Director: Nina Hang
Copywriter: Sophia Wilby
Copywriter: Megan Radisa
Executive Producer: Michelle Pilling
Co-Producer: Katie Link
PR: Narrative
Account Director: Cole Douglas:
Account Director: Marli Bennett
Production Company: Untitled Films
Director: Hubert Davis
Director of Photography: Kiel Milligan
Executive Producer: Tom Evelyn
Line Producer: Ian Fingland
Casting: Jigsaw
Edit House: Rooster Post Production
Editor: Michelle Czukar
Assistant Editor: Matt Blakely
Producer: Sam MacLaren
Executive Producer: Melissa Kahn
Post Production: Fort York
Online Editor: James Marin
Producer: Valerie Moss
Transfer: Alter Ego
Colourist: Eric Whipp
Producer: Spencer Butt
Audio: Berkeley Inc.
Director / Engineer: Jared Kuemper
Producer: Tyna Maerzke
