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.
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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
Credits:
- 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
- CLIENT CREDITS:
Department of Social Services