National Swear Day in Australia

The White Ribbon Foundation in Australia marked White Ribbon Day this year, Wednesday 25 November, as “National Swear Day”. All Aussie men were called to swear online at, helping to end violence against women. The campaign is part of an ongoing attempt to develop a culture of gender equality and respect where attitudes and behaviours that support the use of violence, are no longer tolerated.

All Aussie Men Should Swear

The Oath

I swear:
never to commit violence against women,
never to excuse violence against women, and
never to remain silent about violence against women.
This is my oath.

Kevin Rudd launched the National Swear Day campaign at the 4th Annual White Tie Gala Dinner on 10 September.

Click on the image below to play the video.

Rudd was joined by comedian Wil Anderson, Australian Idol judge Dicko, country boy Keith Urban, Labor politician Peter Garrett, Liberal politician Joe Hockey, Australian Idol Shannon Noll, Chief of Army Lt General Ken Gillespie, Kangaroos coach Tim Sheens, businessman Gerry Harvey, footballer Jason Culina, sportsman Adam Goodes, Google geek Lars Rasmussen.

All Politicians Should Swear

Over 30 individual press, magazine and radio ads have been created, along with TV and YouTube films that will spread via a social media campaign. All personalities in the campaign tweeted about the campaign. Key television and radio personalities reached millions more by ‘swearing on air’ tomorrow – November 25.


Paulini, Australian idol finalist in 2003, has released her new single, Scarless, in tandem with the campaign.

Click on the image below to play the video.

Andrew O’Keefe, White Ribbon Foundation chairman, says, “So many men from so many backgrounds have told us that they love this campaign. From the PM to the Council garbos. The genius of the My Oath campaign is that it very simply mainstreams a difficult topic. And in that way, it sums up the message to all Australian men: that part of being a great bloke is being a great mate to women too.”


The National Swear Day campaign was developed by Simone Bartley (Twitter) and Michael Newman.

Simone Bartley says, “This needs to become a mainstream social priority because 1 in 3 women suffer violence in their lifetime (we’ve seen many high profile incidences this year alone) and every week more than one woman in Australia is killed by her partner in our ‘lucky’ country.

Public relations were handled by CPR Communications. Media placement was handled by ZenithOptimedia.

Digital and web building was done by Deepend. Film and video were produced at Like Productions. Art direction and design were by Design by Design. Sound was recorded at One Eyed Dog Designs. Social Media was sponsored by Google Grants and Google Wave.

Paulini’s Scarless music video was directed, shot and edited by Ross Wood for 171entertainment.

All Aussie Men Should Swear