Go Salary
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  |  Policy

Ad Campaign to Break Cycle of Family Violence


Wednesday, 20th 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.

Wednesday, 20th April 2016
at 5:16 pm
Lina Caneva


3 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Ad Campaign to Break Cycle of Family Violence
Wednesday, 20th 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 www.1800RESPECT.org.au.


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.


Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

Get more stories like this

FREE SOCIAL
SECTOR NEWS

3 Comments

  • Avatar 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.

    • Avatar 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.

  • Avatar 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.

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

How Australian not for profits can outperform the big guns

Richenda Vermeulen

Tuesday, 22nd October 2019 at 8:11 am

Community groups slam proposed Religious Discrimination Act

Luke Michael

Wednesday, 2nd October 2019 at 5:09 pm

How Australian NGOs can embrace crowdfunding to boost donation efforts

Contributor

Tuesday, 1st October 2019 at 8:24 am

The five Cs of a successful crowdfunding campaign

Wendy Williams

Tuesday, 27th August 2019 at 8:16 am

POPULAR

Our royal commission is not yet a safe place for people with disability

Emma Bennison

Wednesday, 6th November 2019 at 4:59 pm

Disability royal commission begins amid fears around support services

Luke Michael

Monday, 4th November 2019 at 12:58 pm

The toolbox set to democratise charity impact

Maggie Coggan

Thursday, 31st October 2019 at 8:02 am

Mental health system failing vulnerable Aussies

Luke Michael

Friday, 1st November 2019 at 12:29 pm

Go Salary
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!