The campaign, jointly funded by all governments, is aimed at continuing efforts to further reduce violence against women
Are the excuses we're making or the words we're using enabling future violence against women?
BMF has today launched the second phase of 'Stop It At The Start', a primary domestic violence prevention campaign, for the Australian Government.
Whilst Phase one of 'Stop It At The Start' successfully demonstrated the link between disrespect and violence and sparked nationwide conversation, Phase two is aimed at getting influencers to reconcile their own attitudes and behaviours and start to actively respond in a way that discourages disrespect.
The campaign targets the 15 million Australians who influence 10-17 year-olds to understand that the small things we say and do can lead to disrespectful behaviour in young people and simple actions can make a difference.
Says Jen Speirs, deputy executive creative director, BMF: "As adults, of course we don't want to say something to kids that could lead to violence against women. But without realising it, our excuses could be teaching disrespect. This phase of the campaign shows us that we all have a role to play in our everyday conversations to help stop violence against women where it begins. With disrespect.
"The importance of the issue was never lost on us, so every aspect of the campaign was meticulously considered; from the common phrases in the ads, to the way it was shot so that the viewer is right in the scene, to the underplayed, realistic performances themselves. We stopped at nothing to give the campaign every possible chance of success."
The statistics show the gravity of the situation and that, on average, one woman is killed every week at the hands of a current or former partner; one in six women has experienced physical or sexual violence by a current or former partner since the age of 15, from someone known to them; and one in four young people are prepared to excuse violence from a partner.
The campaign is rolling out this week across the country and includes TV, Outdoor, Press, Digital, Social, PR, the website - www.respect.gov.au - and tools to assist influencers in educational initiatives.
Says Steve McArdle, managing director, BMF: "Phase one of the 'Stop it at the start' campaign was phenomenally successful at getting people to recognise some of those deeply ingrained attitudes that needed to change. Phase two tackles the equally huge task in the journey to drive behaviour change. So, you won't be surprised to see the work is both confronting and sophisticated in its approach. It's necessary work and we're proud to be part of the team delivering it."