1800RESPECT launches its first integrated campaign identifying scenes of domestic violence

National sexual assault and domestic violence counselling service 1800RESPECT has launched its first combined advertising and PR campaign for women with disability, titled ‘That is Violence’.

A series of 15-second spots, set in various rooms of a home and counselling clinic, feature the voice of a 1800RESPECT counsellor describing scenes that classify as abuse or violence.

1800RESPECT national marketing and communication manager, Jennifer Ramsay, said people with disability are around twice as likely as people without disability to have experienced violence from a current or previous partner.

“Concerningly, international research indicates that women with disability also suffer from domestic violence for longer, waiting on average 3.3 years before reaching out for help, compared to an average of 2.3 years for other women,” Ramsay said.

“This campaign is all about raising awareness to these women about us, and when they do reach out, 1800RESPECT will be there to help.”

The campaign was created by B.B.E.

B.B.E strategy director, Adam Beaupeurt, said the agency took guidance from community stakeholders and research.

“Identifying the best method, message and media to communicate to such a diverse audience was an incredibly creative challenge, and required a thorough and thoughtful process,” Beaupeurt said.

“The simplicity of the campaign is its strength – we’re speaking to a very broad spectrum of people with a range of ability.

“The diversity of our audience led us to remove a subject from each of the scenarios, and there were significant challenges with the use of certain language, visual devices, colour and tone.

“This was an extremely important project for B.B.E and it was a privilege to have endorsement from such a wide range of stakeholders and the community,” he concluded.

The campaign videos will run across digital mediums including Facebook and Instagram. OOH placements will appear in retail shopping centres around the country.


Client: 1800RESPECT
Creative: B.B.E – with support from Australia’s National Research Organisation for Women’s Safety (ANROWS), Department of Social Services & E.A.G
Media: Carat


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