A domestic violence awareness campaign is rolling out across the country this weekend aiming to break the cycle of violence, by encouraging adults to reflect on the attitudes they are perpetuating to young people.
The campaign targets parents and family members of children aged 10-17, seen as the ‘influencers’ over the demographic such as teachers, coaches, community leaders and employers of young people.
The concept is based, partly, on research released by the Federal Government last year that found adults often don’t realise the cycle on violence can start with attitudes boys and girls develop in childhood.
The campaign is a $30 million Council of Australian Governments initiative, and is jointly funded by the Australian, state and territory governments.
It is part of a wider push by the Government to tackle the issue of domestic violence. Recently the Government announced an extra $100 million in funding to combat the problem.
The National Community Attitudes Survey found one in five people think there are circumstances in which violence can be excused and up to 28% of people endorse attitudes supportive of male dominance.
The ad tells listeners they are part of the problem when they use phrases such as “he did it because he likes you” and “don’t throw like a girl”.
Similar to the DrinkWise Australia campaign which was launched in 2012, the domestic violence campaign shows how the effect of habitual influence as the child grows into an adult.
The spot will air across television, cinema, print, digital and outdoors and complements other important programs and initiatives including GPS trackers for perpetrators, safe mobile phones, and safety devices for homes.
Credits
BMF
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Art Director: Bettina Clark
Copywriters: Tom Johnson and Tim Bishop
Head of Planning: Hugh Munro
Head of Client and Business Innovation: Kura Tyerman
Account Director: Kyle Abshoff
Account Manager: Siena Shuttler
Senior Producer: Mel Herbert
Production Company: Finch
Director: Derin Seale
Producer: Karen Bryson
Post Production: ALT FX
Editor: Drew Thompson @ ARC
Sound Production: Sonar
DoP: Matt Toll
Creative Services Director: Clare Yardley
Art Buyer: Basir Salleh
Agency Print Producer: Karen Liddle
Photography Production House: Chee Productions
Photographer: Toby Dixon
Producer: Tamiko Wafer
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