For International Women’s Day in 2024, Respect Victoria wanted to take their message beyond digital campaigns and traditional advertising—bringing it to the streets in a bold, unmissable way. As the curators we enlisted the talent Niqui Toldi to create a striking mural that would spark conversation about the need to respect women in all spaces.
Located in a high-traffic urban environment, the artwork was designed to stand out both visually and in its message. With a striking contemporary style, it embraced Respect Victoria’s brand and design elements while pushing creative boundaries.
Navigating a High-Pressure Campaign
As a campaign-driven project, timing was everything. The mural needed to go from concept to completion within a compressed timeline, requiring multiple rounds of feedback and approvals from stakeholders—all while maintaining the artwork’s bold, uncompromising energy.
Bringing together the creative and logistical elements, the team ensured:
- A considered approach to artist selection, where the vision, message, and Respect Victoria’s design assets were in harmony.
- A creative process that balanced artistic integrity with campaign objectives, navigating stakeholder feedback with clarity and efficiency.
- Tight coordination between all parties, ensuring the design was approved and the mural delivered on time.
A Powerful All-Female Team
To meet the ambitious timeline, we assembled an all-female team for the installation, supported by Wall Lords and a dedicated spotter. Working against the clock, the team brought the artwork to life in record time, creating an empowering dynamic behind the scenes that mirrored the mural’s message.
Public Art That Demands Attention
This project marked a significant step for Respect Victoria—taking their advocacy out of the digital realm and into the public sphere where it could engage people in their everyday routines. Placed in a high-foot-traffic area, the mural stopped commuters in their tracks, sparking real conversations about what it means to respect women.
As a nonprofit client, Respect Victoria embraced a progressive approach to awareness, proving that advocacy can be just as impactful on city streets as in policy discussions or media campaigns.
MAMAM is an Australian award-winning Mural and Urban Art Project Management Agency, dedicated to transforming spaces through thoughtful and impactful public art. We specialise in large-scale projects that require expert coordination—handling everything from artist curation and creative direction to logistics, permits, and OH&S compliance.
We believe in creating the right art for the right space, seamlessly integrating public art into the urban fabric while ensuring a smooth and efficient process for both clients and artists.
Our services include:
- Project Management
- Artist & Talent Management
- Urban Art Consultation
Based in Melbourne and operating nationwide, we collaborate with councils, developers, and brands to bring visionary projects to life.
Got a project in mind? Let’s make it happen.
Contact us at contact@mamam.co