Respect campaign launched in Docklands

By Nadia Dimattina

An advertising campaign promoting respect has been officially launched by Porter Davis at its Docklands headquarters. 

Leading academic and Muslim sociologist, Dr Susan Carland opened the campaign, speaking about the importance of respect in our community.

“Respecting others and viewing them with dignity is an acknowledgement that my way of being in the world is not the only acceptable or good way of being in the world,” she said.

Dr Carland said the campaign demonstrated strong moral leadership by Porter Davis, which was rare in the corporate world.

“Launching a campaign about respect is a bold move for a company that belongs to traditionally quite a conservative industry,” she said.  “They are not just building homes, they are building societies,” Dr Carland said. 

Porter Davis founder and managing director, Anthony Roberts said the basis of the campaign lay in the company’s beliefs. 

“Our role is to respect, protect and nurture our customers’ dreams,” he said. 

Mr Roberts said the campaign focused on the importance of respect, to change the conversation and accept everyone in our community. 

“Respect is about celebrating our similarities and differences and moving away from division and fear,” he said.

The company’s head of marketing, Joanne Bradley, said the campaign demonstrated the respectful workplace at Porter Davis.

“It’s great to be part of a company that really wants to make a difference. You get up in the morning and know you are going to have a positive impact on the world,” she said.

The campaign features a selected gallery of portraits by well-known photographer Nick Leary which capture people from difference races, genders and sexual orientations.

People featured in the campaign’s photographs also attended the launch to show support.

The campaign meant something different for everyone but, for Jobelle Lous, it was about promoting positivity in the community.

“It means embracing diversity and the differences between every person. We want to bring the positive spirit back into our community,” she said.

The campaign is now live featuring on billboards along Australia’s eastern seaboard and all the way to Times Square in New York.