National campaign launched to break cycle of domestic violence

Lindsay Bennett
By Lindsay Bennett | 20 April 2016
Government 'Let's stop it at the start' campaign

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.



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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