Australian Government launches campaign aimed at reducing domestic violence
The Australian Government has upped its focus on domestic violence issues, launching a prevention campaign aimed at reducing violence against women in future generations.
Created by BMF, the campaign seeks to get all Australians to recognise how their day-to-day behaviour could enable future violence to grow. The campaign shows women of all ages from childhood, adolescence to adulthood, experiencing disrespectful behaviour at the hands of men.
This campaign features depictions of domestic violence that may be triggering.
https://www.youtube.com/watch?v=Y_WcaIkWYuk&feature=youtu.be
Cam Blackley, BMF executive creative director, said in a statement: “We’ve been tasked to start a change in attitudes that may not be realised for a generation. That’s a humbling challenge and immense responsibility.
“A campaign alone won’t solve the crisis, but it will get the conversation started with influencers who hold the key to ending violence against women. We look forward to rolling out a range of initiatives and comms to continue to drive societal change.”
The campaign will be rolled out across the country this weekend and includes 60, 45 and 15 second TV executions, radio, print online ads and is supported with a website.
It was informed by researched conducted by Taylor Nelson Sofres, the report of which was released by the government at the end of last year.
Steve McArdle, BMF managing director, said: “Tasks for agencies don’t get much more important than this. Domestic violence is an epidemic and it’s incumbent on all of us to play a role in stopping it at the start. The strategic approach is bold and the creative work is provocative. Together, we’re confident they’ll make an impact.”
The campaign is on top of the coalition government’s $100m Women’s Safety Package announced in September last year. Last year it was also announced the government would work with state and territory governments to deliver a $30m jointly funded campaign to reduce violence against women and their children.
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
- Creative Services Director: Clare Yardley
- 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
- Client Services Director: Clare Yardley
- Art Buyer: Basir Salleh
- Agency Print Producer: Karen Liddle
- Photography Production House: Chee Productions
- Photographer: Toby Dixon
- Producer: Tamiko Wafer
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Ad agency: “There’s nothing a good old 30 second spot can’t solve”.
A sensible person: “But isn’t the issue extremely complicated, involving complex emotional issues around masculinity and pride and..?”
Ad agency: “Yeah, you’re right. We better make it 60 seconds”
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Good spot. I’m a father of two boys who was risen by a father of two boys. When Cam says “We’ve been tasked to start a change in attitudes that may not be realised for a generation…” he is bang on. I continually catch myself telling my boys not to scream like a girl or tackle like a girl. It’s not right. It’s up to my generation to start setting the example for our sons.
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you’re kidding me right? who the hell’s is going to read that poster..#epicfail
KISS! Keep it Simple Stupid! Just an abuse of taxpayers money
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Domestic Violence is a complex and incredibly important issue of our time. Managing a story with this much complexity in one spot is madness. What ever happened to ‘keep it simple’! Let’s hope the rest of the campaign delivers a little more clarity and most of all hope.
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