Mission Australia highlights domestic violence as cause of homelessness in winter campaign
A young pregnant mother and her daughter are at the centre of Mission’s Australia winter campaign, encouraging Australians to donate to families who are homeless as a result of domestic violence.
Created by King Content and Customedia, the new campaign depicts the adversities experienced by parents and children escaping domestic violence.
Pregnant mother Kayla and her five-year-old daughter Mia are forced to live in the garage of their home as a result of Kayla’s violent partner. When Kayla appears to be in pain from her pregnancy, Mia hands her a teddy bear and assures her it will be okay.
A voiceover says “My baby deserves a safe home”.
Mission Australia used a real case as the inspiration for the story – but changed the subject’s name – to help Australians understand the stress domestic violence can put of families, particularly those trying to escape.
Elvira Lodewick, Mission Australia’s general manager of marketing said the campaign highlights domestic violence as the “leading reason people fall into homelessness”.
“There are thousands of Australian families and young children who have been stripped of their independence because of domestic violence.
“Our campaign really highlights that domestic violence is a leading reason people fall into homelessness. And, with the vital support of donors, Mission Australia can continue to help families like Kayla’s on their journey to independence during winter and beyond.”
The campaign will launch on 16 April and includes television, outdoor and digital advertisements as well as a direct mail appeal which will all run until 30 June.
topics
Advertising
Campaign
Customedia
domestic violence
Elvira Lodewick
King Content
Mission Australia
Politicians with no accountability continue their tax-payer (most of which comes from men) funded campaign to portray men as natural born perpetrators
Assuming an advertising campaign does anything more than cover the backs of bureaucrat cowards, why can’t there ever simply be a campaign that addresses (domestic) violence or homelessness?
Why does nobody care about the 40% of domestic violence victims who are men (not to mention the vast majority of all other forms of violence), or the 80% of homeless people who are men.
Come on Mumbrella feminist herd, any rational answers to this?
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Where are you getting your stats, @The Devil’s Advocate? The UK? (https://www.theguardian.com/society/2010/sep/05/men-victims-domestic-violence)
One In Three, the renowned NFP devoted to educating Australians about the 29.8 percent of males who each year fall victim to partner violence (markedly different from domestic violence, by the way) would probably call you out on your 40 percent…
This campaign is not a means through which to ignore male FDV victims. The facts:
– Women and girls make up anywhere between two to four times the number of male FDV victims across our states and territories.
– In the next 12 months, on average, one woman will be killed by a current or former partner every single goddamn week.
– Women and girls make up 85 percent of all victims of FDV-related sexual assault, (with those aged 0-19 years making up more than half of these victims).
Family and domestic violence, in all it’s forms, is abhorrent. Period.
And for the record, this is not a feminist issue, mate. This is a bloody national crisis.
Love your work, Mission Australia.
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‘Devil’s advocate’,
As a man, I don’t understand what’s so offensive to you about a campaign highlighting the plight of homeless women.
Are you also annoyed by research into breast-cancer because it’s stealing your ‘mostly male-generated’ (?!?!) tax dollars that could be better spent on research into prostate cancer?
Campaigning about one issue does not negate the seriousness of another.
The reason campaigns often address issues specific to women is because the ’causes’ (and therefore the solutions) are often specific to women. Sure, there is more ‘violence in general’ committed against men, but for a much broader spectrum of reasons.
Violence against women is consistently about disrespect for women (much like people perpetrating cruelty to animals see them as objects), blaming victims (“Yeah, but she did go home with him…”) and condoning of violence (“He’s a great bloke, he just loses his cool every now and again…”).
Btw, not sure where you get your figures on ‘taxes mostly coming from men’ (or any of your other ‘stats’, for that matter), but have you taken into account the enormous contribution that stay-at-home parents make to the economy. A bit ‘irrational’ of you not to.
Proudly part of the feminist herd.
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