Victorian Government urges families not to make excuses for bad dads

The Victorian Government has released two powerful ads aimed at showing families there is no excuse for domestic violence.


Campaign urges families not to excuse abusive behaviour

The campaign, created by The Shannon Company, urges women experiencing violence, and men engaging in violent behaviour to get help.

The ads show there is no justification, no matter what ‘good’ a man does in a day, for abuse towards their partners.

One ad tells the story of a young boy learning how to kick a football with his dad in the park. At the end of the video the little boy tells him mum “dad has been good today,” even though his father told him to kick the football into his mother’s head.

In a second video, a little boy spends a day outside with his dad, going to cafes and walking local streets. When his dad slips on a toy that was left out at home, he changes into an abuser, screaming at his wife for being incompetent.

  • Behaviour Change Agency:  The Shannon Company
  • Managing Partner Strategy :  Michael Daddo
  • Account Director:  Natella Riftin
  • Creative Director:  Emma Hill
  • Art Director:  Josh Robbins and Kim Hellier
  • Agency Producer:  Jo Theoharis
  • Director:  Matt Seville
  • Film Producer:  Beaver
  • Editor:  Sonia Heideman
  • Recording Studio:  Production Alley
  • Sound Engineer:  Rodney Lowe
  • Sound Producer:  Les Molnar
  • Photographer:  Shara Henderson

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