Aus Gov rolls out $18m ‘Unmute Yourself’ domestic violence campaign
The Australian Government has launched the third phase of its ‘Stop It At The Start’ campaign targeting domestic violence, which includes television commercials, out-of-home, and online assets.
The campaign centres around the idea of ‘If You See Disrespect, Unmute Yourself’, and encourages people to speak out when they see something rather than remaining silent in any situation that suggests domestic violence.
BMF, which worked on the first two phases of the campaign, confirmed to Mumbrella that the agency worked on the latest campaign, having had to re-pitch for the account last year.
Phase one was released in 2016, with phase two dropping 2018, featuring a focus on stamping out the ‘boys will be boys’ attitude.
https://www.youtube.com/watch?v=9g4-puN2K9o&feature=emb_title&ab_channel=DepartmentofSocialServices%2CAustralianGovernment
Situations featured include a woman receiving angry and abusive text messages, a father telling his son not to ‘play like a girl’ at a game of sport, and a couple watching their son teasing a girl at a BBQ.
There are several versions of the TVC, including short 15-second spots, and a longer 60-second version. The campaign first aired last Sunday, March 21.
Stop It At The Start OOH [Click To Enlarge]
Speaking at the campaign launch recently, Senator Anne Ruston said the third phase of the campaign “is about delivering the tools and the confidence to Australians to understand what disrespectful behaviour looks like and then to be able to call it out and take action so that we can go forward with a Australia that is free of domestic and family violence”.
“We know that when people see disrespectful behaviour that they should call it out. You must not stay silent, you must not excuse it, you must call it out.
“And so today we have launched our unmute campaign that says when you see disrespectful behaviour unmute yourself and speak up. Because we know that whilst all disrespectful behaviour doesn’t end in domestic violence, we know that all domestic violence starts with disrespectful behaviour.”
Minister for Women Marise Payne added: “Stop it at the Start”: it’s a clear message, it’s a simple message and it’s a message for all of us.”
Stop It At The Start OOH 2 [Click To Enlarge]
In his remarks on International Women’s Day, Prime Minister Scott Morrison said the campaign challenges accepted ideas to fundamentally change what’s happening where attitudes towards domestic violence are formed around the country.
“We’re launching a campaign, $18 million, the third in a series of campaigns about protecting women from violence. And it focuses on this issue of appropriate respect that needs to be in place and understanding that from a lack of respect, it can end in violence. It doesn’t always. But it always starts there. That’s always where it starts.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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Anne Ruston
Australian Government
domestic violence
government
Marise Payne
Scott Morrison
Stop It At The Start
Unmute Yourself
