#stopthehurting campaign reminds people domestic abuse isn’t always physical

The Queensland government has launched #stopthehurting – a campaign brining awareness to the different types of domestic and family violence.

The ‘Control through fear is not okay’ 30-second television ad shows a mother and her daughter getting a coffee together until her husband calls her, followed by a text message asking her to come home because “There’s washing to do”.

The ‘Control through money is not okay’ financial abuse ad shows a mother coming home and unpacking the groceries while the father stops the television to come and pick out a tub of ice-cream she has bought.

The mother says: “I just thought we could have a treat after dinner”, to which the father replies: “Did I say you could spend the money? You want a treat? Now where’s my dinner?” as he throws the ice-cream tub away.

Both ads finish with the tagline: “It doesn’t have to be physical to be abuse”.

Australian rapper Illy has also partnered with the anti-domestic violence campaign releasing a new song called ‘Back Around’ which is the backing track to the 45-second commercial which shows children of domestic violence put in headphones and listen to Illy’s song to escape.

Illy is giving Queenslanders aged between 12 and 17 the chance to win a VIP recording studio session with him and the opportunity to have their own lyrics featured in the song ‘Back Around’.

The song is set to be finished and released later this year.

Y&R Brisbane are Queensland Health’s agency of record while Ogilvy Brisbane works with them on a project-by-project basis.


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