In response to the Royal Commission into Family Violence (and its 227 recommendations), the Victorian Government commissioned The Shannon Company, in partnership with BehaviourWorks, to develop a public education campaign aimed at moving family violence to the forefront of things we have to deal with as a community.
What did we do?
We met with the key stakeholders to “unpack” the problem and discuss the words ‘family’ and ‘violence’.
A domestic dispute may conjure images of a couple arguing at home, but this can downplay the seriousness of the violence taking place.
Family, on the other hand, acknowledges it’s not just intimate partner violence that’s the issue. And, there are many permutations of a family.
And while violence can be physical, the way we think about it can also be emotional, financial and psychological abuse, including controlling and coercive behaviours.
Eighty per cent of reported violence is perpetrated by men. While this is the starting point for the campaign – male perpetrators abusing their female partners – we also want to shift attitudes; by reinforcing respect and equality, the campaign aims to build an environment in which both women and men feel comfortable to seek help.
The phrase ‘For our children’s future’ was tested and resonated strongly with focus groups.
It’s a powerful means to get men to reflect on the damage that violence can do, as well as suggesting generational change; our children don’t have to grow up witnessing acts of control and violence.
By highlighting something any community finds unacceptable – the devastating effect violence can have on female victims and the children witnessing it – the campaign targets all Victorians across rural, remote and urban areas.