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Department of Social Services (DSS), Australian Federal Government
From deflection to action: the campaign that rallied millions of Australians to help stop violence against women at the start

RAN IN: Australia

CLIENT
Department of Social Services (DSS), Australian Federal Government

AGENCY
BMF *Lead Agency

Emily Field, Author/Senior Strategic Planner
Christina Aventi, Author/Executive Planning Director


SUMMARY

It's not often that an advertising campaign gets adult Australians to take action – without tangible incentive, and in the face of an uncomfortable truth: that the excuses we make for disrespect, allow violence against women to grow.
While Phase One of the Effie-winning campaign Stop it at the Start established this truth, Phase Two tackled the arguably tougher objectives of getting Australians to reconcile their role and respond. This time, in a polarised climate, and on half the spend.
But, it’s early days yet. Because it’ll be another generation before the campaign’s full effect is felt.

CASE STUDY

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CASE VIDEO


Additional Materials:

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Language: English