--- title: Be Who They See description: The Melbourne Market is among Australia’s largest wholesale fruit & vegetable markets, with stallholders representing a range of diverse nationalities, cultures and generations. image: https://www.showpony.com.au/hubfs/markets%20thumb.png --- - [Work](https://www.showpony.com.au/work) - [Capabilities](https://www.showpony.com.au/capabilities) - [About](https://www.showpony.com.au/about) - [News](https://www.showpony.com.au/news) - [Contact](https://www.showpony.com.au/contact) - [Work](https://www.showpony.com.au/work) - [Capabilities](https://www.showpony.com.au/capabilities) - [About](https://www.showpony.com.au/about) - [News](https://www.showpony.com.au/news) - [Contact](https://www.showpony.com.au/contact) ###### 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. --- ![MMA44795 MMA Behavioural Change Campaign_Artwork and Production_A1Landscape_Poster_05_FA-2](https://www.showpony.com.au/hs-fs/hubfs/MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-2.png?width=1192&height=842&name=MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-2.png)     ![MMA44795 MMA Behavioural Change Campaign_Artwork and Production_A1Landscape_Poster_05_FA-1](https://www.showpony.com.au/hs-fs/hubfs/MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-1.png?width=1192&height=842&name=MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-1.png)     ![MMA44795 MMA Behavioural Change Campaign_Artwork and Production_A1Landscape_Poster_05_FA-3](https://www.showpony.com.au/hs-fs/hubfs/MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-3.png?width=1192&height=842&name=MMA44795%20MMA%20Behavioural%20Change%20Campaign_Artwork%20and%20Production_A1Landscape_Poster_05_FA-3.png) --- ###### [Don't Let Vaping In](https://www.showpony.com.au/work/dont-let-vaping-in) [![](https://www.showpony.com.au/hubfs/Vaping%20image_1.jpg) Don't Let Vaping In](https://www.showpony.com.au/work/dont-let-vaping-in) ###### [CHOOSE CHURROS](https://www.showpony.com.au/work/choose-churros) [![](https://www.showpony.com.au/hubfs/240405_SanChurro_Winter_Hero_CMYK.jpg) CHOOSE CHURROS](https://www.showpony.com.au/work/choose-churros) ###### [STORIES FROM TASMANIA](https://www.showpony.com.au/work/stories-from-tasmania) [![](https://www.showpony.com.au/hubfs/macq1_viewfinder_1080x1080.png) STORIES FROM TASMANIA](https://www.showpony.com.au/work/stories-from-tasmania) ###### [OPERATION SAFE ROADS](https://www.showpony.com.au/work/sapol-safe-roads) [![](https://www.showpony.com.au/hubfs/SP%20SAPOL.jpg) OPERATION SAFE ROADS](https://www.showpony.com.au/work/sapol-safe-roads) ###### [Flu Vaccination](https://www.showpony.com.au/case-study/flu-vaccination-sa-health) [![](https://www.showpony.com.au/hubfs/2019%20Showpony%20Website/Case%20Study%20Assets/Flu%202019/Flu%202019_400x225.jpg) Flu Vaccination](https://www.showpony.com.au/case-study/flu-vaccination-sa-health) ###### [Keep your hands off our ambos](https://www.showpony.com.au/case-study/keep-your-hands-off-our-ambos) [![](https://www.showpony.com.au/hubfs/2019%20Showpony%20Website/Case%20Study%20Assets/Ambos%20SA/Ambos%20SA_2%20420x255.jpg) Keep your hands off our ambos](https://www.showpony.com.au/case-study/keep-your-hands-off-our-ambos) ###### [Back to the top](https://www.showpony.com.au/work/be-who-they-see#scroll-top) [Instagram](https://www.instagram.com/showponyadvertising/?hl=en) [LinkedIn](https://au.linkedin.com/company/showpony-advertising) MELBOURNE L 2, 145 Russell Street Melbourne, VIC 3000 03 9988 2293 [melbourne@showpony.com.au](mailto:melbourne@showpony.com.au) HOBART L 2, Suite 2, 7-9 Franklin Wharf Hobart, TAS 7000 03 6142 3048 [hobart@showpony.com.au](mailto:hobart@showpony.com.au) ADELAIDE L 1, 174 Pulteney Street Adelaide, SA 5000 08 8225 9700 [adelaide@showpony.com.au](mailto:adelaide@showpony.com.au)