Domestic Violence

Domestic Violence

Domestic Violence Prevention ‘Australia Says No’ Campaign - Australia

Client: Department of Prime Minister and Cabinet.

Target Audience: Women aged 16-30 years;

Summary: Convenience Advertising implemented a national narrowcast program for the Office for the Status of Women in 2004, “Violence Against Women – Australia Says No”. This program formed part of the Federal Government’s $20 million national campaign against domestic violence and sexual assault.

The narrowcast element targeted males and females aged 16-30 with 1751 A4 messages in a sustained and sensitive manner for three months in 181 shopping centres, cinemas, stadia and licensed venues. Nationally, messages reached 7.8 million patron visits per week.

Messages aimed to raise awareness and signpost the National Domestic Violence Helpline – an Australian Government funded, 24 hour confidential help line providing immediate assistance by experienced Lifeline-trained counselors. The program targeted men and women separately with two different complementary messages:

•    Men: “If you want to stop your mate assaulting his girlfriend, call for help.”

•    Women: “If you are being abused or assaulted, call for help.”