Tracy’s story
Tracy Connelly, a sex worker, was tragically murdered in the white van she called home on Greeves Street, St Kilda. Despite the horrific nature of her death, Tracy’s story received a fraction of the media attention given to journalist Jill Meagher’s murder just 10 months earlier. The coverage she did receive often focused on her profession, neglecting her humanity—a clear reflection of societal bias that deems violence against sex workers as somehow “expected.”
Determined to address this injustice, St Kilda Gatehouse, a non-profit supporting sex workers, launched a campaign to shift the narrative. Their mission was simple but powerful: all women, regardless of their profession, deserve safety, dignity, and respect. Partnering with Pesel & Carr, working pro bono, they set out to tell Tracy’s story differently focusing on her as a person, not just her occupation, and using her unsolved murder to spotlight the broader issue of violence against women.
Changing the narrative
The campaign set out to reclaim Tracy’s identity, highlighting her humanity through her name and photo. It wasn’t just about seeking justice for Tracy—it was also about standing up for every woman who feels unseen or undervalued.
The team identified two key audiences, first women in violent situations and their families, offering them solidarity and support and secondly policymakers, as part of Gatehouse’s push for better regulation of the sex industry.
Tracy’s story, like so many others, had been buried in crime pages and public indifference. To change that, the team took a media-first approach, raising awareness and driving attendance at a candlelight vigil in her honour.
A strategic media push
The strategy was both meticulous and empathetic, focusing on moving Tracy’s story out of crime sections and into the hands of social affairs journalists who could tell it with compassion and impact. Freelance writers like Wendy Squires and Jane Gilmore, who had previously drawn parallels between Tracy’s and Jill Meagher’s cases, were brought on board to reignite interest in Tracy’s murder.
Media advisories and press releases were crafted to emphasize Tracy’s humanity, featuring her full name and a photo taken in happier times—with her family’s and police’s full consent. These details weren’t just tools; they were a way to honour Tracy as a person, not just a statistic, and to appeal for justice.
Results that sparked change
The campaign delivered remarkable results, proving the power of empathy-driven advocacy including broadcast, print and digital with 95% of media stories included Tracy’s name in headlines alongside her photo.
Nearly 1,000 people, including actor Rachel Griffiths, attended the candlelight vigil, bringing significant attention to the cause.
St Kilda Gatehouse saw a surge in donations and increased public support for their work. Police also received new leads to aid the investigation.
A broader campaign was launched by St Kilda Gatehouse to promote responsible reporting on violent crimes and partnered with “Destroy the Joint” to document victims of violence across Australia.
A bold strategy with lasting impact
This campaign didn’t rely on conventional tactics like simply promoting the vigil or drawing comparisons to Jill Meagher’s case. Instead, it took the bold step of sharing Tracy’s personal details—with her family’s support—to reframe her narrative. This approach struck a chord, resonating with the public and sparking vital conversations about the rights and safety of all women, no matter their occupation.
Though Tracy’s killer has yet to be identified, this campaign succeeded in honouring her memory and advocating for societal change. St Kilda Gatehouse remains committed to promoting responsible media practices and ensuring victims like Tracy are treated with the dignity they deserve.
At the end of the day, every woman—every person—deserves to feel safe and valued. And sometimes, it takes bold, collaborative efforts to remind the world of that simple truth.
Award winning: Non-profit campaigns
IABC’S Gold Quill Award, International
