Australian Government rallies to cease ‘boys will be boys’ behaviour in anti-domestic violence campaign

The Australia Government has aimed to tackle the ‘boys will be boys’ attitude often accepted by adults when it comes to domestic violence in its latest ‘Stop it at the Start’ campaign.

The ‘Stop it at the Start’ campaign is based on research finding there is a tendency to blame victims for violence and empathise with males. To combat this, the outdoor ads aim to debunk common phrases said to victims of domestic violence including “he did it because he likes you”.

In a related campaign by BMF, a series of television ads by the Australian Government shows show parents and guardians the way accepting violence will shape the future of children and their attitudes.

The ‘Detention’ television ad features a young boy telling his father he got a detention “just for flicking up a girls skirt” as the dad sounds surprised that’s all he did.

In response to this car conversation, his younger sister states: “Yeah I have already accepted that as I grow up I’ll probably be harassed and even abused”.

The ‘Detention’ spot aims to put the violence condoning and acceptance into perspective for parents of younger female children.

Another spot, titled ‘Museum’, features a little girl being pushed over by a boy who is running past, as her mother tells her it is okay because “he is just a boy being a boy”.

“Don’t worry mum, I know it is okay for boys to push girls,” the younger girl responds.

Both the out of home and television ads aim to show how accepting menacing “boys” behaviour will shape their attitude towards violence as they become adults.

An out of home execution



  • Creative Agency: BMF
    Executive Creative Director: Alex Derwin, Cam Blackley
    Deputy Executive Creative Director: Jen Speirs
    Senior Art Director: Nadia Ahmad
    Senior Copywriter: James Sexton
    Head of Planning: Hugh Munro
    Planner: Emily Field
    Managing Director: Stephen McArdle
    Group Account Director: Emma McJury
    Senior Account Manager: Victoria Venardos
    Account Executive: Adam Reeves
    Agency Producer: Claire Seffrin
    Director: Steve Rogers
    Production Company: Revolver/ Will O’Rourke
    Director: Steve Rogers
    Executive Producer: Pip Smart
    Post Production: ARC Edit
    Editor: Pete Sciberras
    Sound Production: Rumble Studios
    DOP: Geoffrey Simpson
    Photographer: Derek Henderson
    Art Buyer: Basir Salleh
    Department of Social Services

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