Melbourne Market Authority

Be Who They See

The Melbourne Market is among Australia’s largest wholesale fruit & vegetable markets, with stallholders representing a range of diverse nationalities, cultures and generations.

But with this diversity, came a varying understanding of acceptable behaviours. Combined with intense competition between stallholders, incidents of aggression and racism were rising.

To educate stallholders about appropriate behaviour inside the markets, we used a series of heroes from outside it. Knowing a deep reverence for family united our audience, these familial symbols became an ever present moral compass, providing well needed perspective.