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Ad Campaign to Break Cycle of Family Violence

20 April 2016 at 5:16 pm
Lina Caneva
A $30 million federal government campaign designed to help break the cycle of violence against women and their children will begin on Sunday.

Lina Caneva | 20 April 2016 at 5:16 pm


Ad Campaign to Break Cycle of Family Violence
20 April 2016 at 5:16 pm

A $30 million federal government campaign designed to help break the cycle of violence against women and their children will begin on Sunday.

The campaign, called Stop it at the Start, targets the attitudes and behaviours that adults might dismiss or ignore in young people.

Family violence campaign

Screenshot of television campaign

Minister for Social Services Christian Porter said the campaign would help so-called “influencers” – such as parents, family members, teachers, coaches, community leaders, employers and other role models – become more aware of what they say and do.

“This three-year Council of Australian Governments initiative is jointly funded by the Australian, state and territory governments. It will build on efforts already underway by states and territories, as well as organisations like Our Watch and White Ribbon,” Porter said.

“This campaign represents a new and important approach. People know that violence against  women is wrong; what they may not know is that we – all of us – can unknowingly excuse and therefore perpetuate the behavior that can lead to violence.

“Our research shows that too often, adults believe that disrespectful or aggressive behaviour by young males towards young females is something that should be understood rather than judged and discouraged.

“Research shows adults often unwittingly excuse objectively unacceptable behaviour with notions such as ‘boys will be boys’. It is also clear from our research that too often adults blame the victim by asking what a victim may have done to invite what should simply be recognised as unacceptable, disrespectful behaviour.”

Minister for Women, Michaelia Cash said it was vital that as a society we  address the attitudes that underpin, excuse and perpetuate violence against  women.

“The national campaign will unite families and communities around young people to positively influence attitudes towards respectful relationships and gender equality,” Cash said.

“This campaign will help role models realise the impact of what they say and help them start conversations about respect with boys and girls.

Screenshot of television campaign

Screenshot of television campaign

“From early on, adults are a focal point for children to learn about respectful relationships between men and women. Setting the standard for what is and isn’t acceptable, right from the start will help ensure we achieve true cultural change.”

The campaign advertising starts on Sunday 24 April and will include television commercials, newspaper and magazine ads, public transport, cinema and digital.

In addition, the government said the advertising would be supported by online tools and resources, community engagement and other activities that would run until 2018.

It said the campaign was one element of a national, long-term strategy to reduce

violence against women and their children. It is underpinned by the National  Plan to Reduce Violence Against Women and their Children 2010 to 2022.

If you or someone you know is impacted by sexual assault, domestic or family violence, call 1800RESPECT on 1800 737 732 or visit

Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.

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  • Andrew says:

    ads for family violence wont work perhaps even make it worse … futile waste of hard earned tax payers money. want something to work … control alcohol better Government even the health experts will agree with me on that.

    • Enna says:

      There are significant numbers of narcissistic violent offenders who are non drinkers. Alcohol is not a consistent factor in domestic violence. Beliefs and conditioning around power over women/children are. This ad campaign places the responsibility of change on everyone in the community. Raising awareness is absolutely critical for social change. Change the culture and everything else follows very quickly.

  • David says:

    There are no more excuses to hide behind. Unless your gender is female and you are the perpetrator or instigator of said violence. In this case you can still use the he is a male and therefore guilty by gender and I am not because I am female. It works very well. And pays big time if you have assets like homes, cars and especially the biggest asset, children. Better than the lotto.

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