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Australia’s longest-running and most effective behaviour change campaign, stopping violence against women at the start

Services Provided

  • Creative advertising & brand strategy
  • Integrated campaign development
  • Digital marketing
  • Social impact marketing
  • Branding & Design
  • Content Production
3 in 5
Influencers took an action related to the campaign
65%
Influencers now agree you need to intervene every time you see a young person behaving disrespectfully

The work speaks for itself

Violence against women is at epidemic proportions in Australia, with research showing violence in men grows from attitudes learned from a young age.

Breaking the cycle

To break the cycle of violence against women in future generations we needed to address the underlying cause – the disrespect towards girls and women that can grow into violence

  • We needed to target people who influence 10 to 17-year-old Australians – parents, teachers, sports coaches and peers.
  • And get them to recognise the link between gender inequality, disrespect and violence.
  • A task made difficult by the fact that influencers might not associate seemingly ‘innocent’, everyday behaviours as permitting disrespect that could result in violence later on.