Respect Victoria encourages family support for LGBTIQ+ people

Respect Victoria is showcasing the significance the support of a family member can have on an LGBTIQ+ person in realising and celebrating their identity.

The campaign comes from The Shannon Company, which was retained as Respect Victoria’s creative agency following a tender process last year.

The Shannon Company managing partner, Michael Daddo, said: “Throughout our extensive consultation with stakeholders the need came through incredibly strongly to demonstrate what support for LGBTIQ+ family members looks like, and the impact that even subtle negative responses can have.

“In our research we found very little public positive role modelling and really wanted to create a campaign that had the audience thinking ‘I can relate to that situation’ and ‘I could do that next time I see disrespect happening.

“The campaign highlights stories from real Victorian families who despite challenges along the way, have chosen to love, respect and support each other.”

More than six in ten LGBTIQ+ people in Australia have experienced family violence, most likely at the hands of a parent or sibling.

The TVC is supported by a number of films capturing members of the LGBTIQ+ community recounting their experiences of asserting their identities and finding acceptance with family members.

The ‘Pride, Respect, Equality’ campaign is running throughout Victoria across television, radio, press, digital and socials. As well as English executions the campaign will be broadcast in Italian, Greek, Hindi, and Punjabi on radio and in press.

“Every person has the right to safe, healthy and respectful relationships, and that should start with family,” said Respect Victoria CEO Tracey Gaudry.

“Celebrating and supporting your LGBTIQ+ family members is a powerful way to let them know they are loved and respected.”


Client: Respect Victoria
Kerry Grenfell – General Manager Communications and Engagement
Luke Butler – Campaigns and Media Manager
Natasha Darrigan – Senior Campaigns and Media Adviser
Chloe Papas – Senior Media Adviser

Strategy, Creative & Client Service: The Shannon Company
Michael Daddo – Managing Partner & Behaviour Change Lead
Lily Tidy – Digital & Communications Planning Director
Stuart Nightingale – Creative Director
Kim Hellier – Senior Art Director
Alex Wadelton – Creative (Hero Ad)
Gemma Clancy – Senior Business Manager
Kate Griffiths – Group Business Director

Director Hero Ad: Thomas Hyland (Commoner)
Director Real Stories: Jeff Johnson (Truce Films)

Sound Recording/Production: Production Alley


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.