Australian Government launches new campaign to break the cycle of domestic violence via BMF

Screen Shot 2016-04-21 at 8.49.04 am.jpgThe Australian Government has today launched 'Stop It At The Start' - a primary prevention campaign, jointly funded by all governments, created by BMF, aimed at reducing violence against women in future generations.

Violence against women doesn't just start - it grows from a young age. This campaign seeks to get all Australians to recognise how their day-to-day behaviour could enable future violence to grow.

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VIEW THE GIRL AD
DSS0004_Domestic_Violence_380x262mm_MAGAZINE_280-1.jpgThe 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 three women has been a victim of physical or sexual violence, 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 casts light on the fact that we are allowing the cycle of violence against women to grow, by excusing these disrespectful behaviours.

Says Cam Blackley, executive creative director, BMF: "We've been tasked to start a change in attitudes that may not be realised for a generation. That's a humbling challenge and immense responsibility. A campaign alone won't DSS0004_Domestic_Violence_380x262mm_MAGAZINE_280-2.jpgsolve the crisis, but it will get the conversation started with influencers who hold the key to ending violence against women. We look forward to rolling out a range of initiatives and comms to continue to drive societal change."

The campaign will be rolled out across the country this weekend and includes TV (60, 45 and 15 second executions), radio, print, online ads and www.respect.gov.au. Its main target is 'influencers' who unwittingly excuse disrespectful behaviour by young people.

Says Steve McArdle, managing director, BMF: "Tasks for agencies don't get much more important than this. Domestic violence is an epidemic and it's incumbent on all of us to play a role in stopping it at the start. The strategic approach is bold and the creative work is provocative. Together, we're confident they'll make an impact."

Agency: BMF
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Art Director: Bettina Clark
Copywriters: Tom Johnson and Tim Bishop
Head of Planning: Hugh Munro
Head of Client and Business Innovation: Kura Tyerman
Account Director: Kyle Abshoff   
Account Manager: Siena Shuttler
Senior Producer: Mel Herbert
Production Company: Finch
Director: Derin Seale
Producer: Karen Bryson
Post Production: ALT FX
Editor: Drew Thompson @ ARC
Sound Production: Sonar
DoP: Matt Toll
Creative Services Director: Clare Yardley
Art Buyer: Basir Salleh
Agency Print Producer: Karen Liddle
Photography Production House: Chee Productions
Photographer: Toby Dixon
Producer: Tamiko Wafer

13 Comments

John said:

Confusing spot for me. So men who perpetrate domestic violence against women were prone to be like that as a child? O.K. i get that, but i think it would have been a lot stronger if the spot had followed one child's' journey into adulthood.

#likeagirl said:

really?

Copy Desk said:

This is very good.

It helps communicate that family violence isn't only confined to extreme physical violence - it encompasses a broad range of behaviours that many people may feel, though undesirable, aren't actually that bad. When the truth is that they're are, because they're all underscored by the same lack of respect that can lead to more severe forms of abuse.

I think this will hit home for a lot of perpetrators, and more importantly, help the people around them recognise that those seemingly less extreme forms of violence are actually unacceptable. And give them the courage to speak up.

I think the spots handle the subject well, and show (rather than tell) examples in an unflinching and believable way, without resorting to heavy handed emotional storytelling.

Nice work guys.

Good said:

I think this is a great strategy - by showing how something as seemingly innocuous as a bit of disrespect is actually linked to domestic violence, it made me rethink my own behaviour. The more we all change, the better. Changing society is no mean feat, so hats off, guys.

Well done said:

A powerful strategic insight which is made believable and then sensitively handled and executed. Good print too. Nice to see some nice words that explain enough to me and makes going to a website redundant, which it normally is when you get there anyway.

Jen said:

I agree with copy desk. It doesn't have to be physical violence to be unacceptable and this very clearly tells that story. A tough subject handled really well. Let's hope the message gets through, not only to the perpetrators, but to everyone who makes excuses for unacceptable behaviour towards women. Well done BMF, great insight and execution.

Mumma said:

This is a great piece of film. The scenes are honest and believable, regrettably I have experienced most of them. The thing I like most, is this is a great conversation starter. I know my sons will be interested in it and it will be thought provoking for them. Quality copy and direction.

Say what said:

Because a couple argue in a car park he is an abuser?? OH come ON... Long bow? I'm sure many woman have slammed a car door before. This waters down the issue. Therefore losing the strength of the argument. Yes the child see the treatment of women and replicates it. But a lovers tiff in the IKEA car park hardly warrants a government funded ad campaign. Grow up copywriters. Show me shit that moves me. https://www.youtube.com/watch?v=dP7OXDWof30 example. That commercial changes you.

honest opinion said:

I'm sure everyone worked hard on this and I respect it's a Governent client; however I struggled to get the idea. The voiceover is off-putting and overall the execution is disjointed.

Nice piece of film, don't get me wrong, but it's failed in the more important bits — namely the idea.

Jen said:

"Say What" it's not the argument in the carpark, it's the violence of smashing your hand on the window... it's threatening, it's intimidation. Maybe you have never been intimidated? You seem pretty sure of yourself. I would suggest that more than one woman dying at the hands of men every week is well worth a government campaign. How's about you grow up, son. You might feel "moved" if your head wasn't so firmly up your own arse.

Some other guy said:

For what it's worth, my wife works as a lawyer representing victims of family violence. She was skeptical when I said to her 'hey look at this ad about domestic violence', but watched it anyway, then nodded and made her 'not bad' face afterwards. Without even reading the article, she said that the major underlying cause of violence against women is a lack of respect, and this ad did a good job of talking about that.

Montage said:

Montage
[mon-tahzh; French mawn-tazh]

1. the technique of combining in a single composition pictorial elements from various sources, as parts of different photographs or fragments of printing, either to give the illusion that the elements belonged together originally or to allow each element to retain its separate identity as a means of adding interest or meaning to the composition.
Compare collage (def 1).

2. photomontage.

3. Movies, Television.
juxtaposition or partial superimposition of several shots to form a single image.
a technique of film editing in which this is used to present an idea or set of interconnected ideas.

4. any combination of disparate elements that forms or is felt to form a unified whole, single image, etc.

5. to make or incorporate into a montage.

Howdogg said:

Thanks Montage. Do you have any other definitions that you could share that are equally useless?

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