Not all disrespect towards women results in violence. But all violence against women starts with disrespect.
Although most Australians recognise that violence against women is a serious issue, fewer people realise where the behaviours and attitudes can start – in childhood.
The Federal Government aimed to launch a primary prevention campaign with the goal to help break the cycle of violence against women by encouraging adults to reflect on their attitudes, understand how their actions may contribute to the cycle of violence, and have conversations about respect with young people.
Stop it at the Start
As a network with the reach, influence and power to inspire social change, we knew we needed to normalise preventative conversations about respect. We play a critical role in shaping the attitudes of Australians through the content they watch every day.
To cut through and prompt conversation, we stopped our content at the start across our entire ecosystem with an important and unmissable message about domestic violence. Utilising trusted faces and voices deliver an impactful and emotive message to all Australians.
As a truly cross platform campaign, Nine delivered deep integration and emotional storytelling across TV, digital, print and audio.
With full talent support, we created a talent led PSA message to speak meaningfully, using the many voices Australians look up to. This PSA was placed strategically in high attention environments across the network.
Leveraging the scale and audience of the NRL, we made a groundbreaking move by disrupting the usual broadcast to deliver a powerful message about domestic violence. Through a range of visual, verbal, and PSA executions, we ensured a prominent and unmissable impact.
In another media first, we halted all usual programming across our radio network to start the conversation on domestic violence with our trusted superhosts weighing in on the conversation.
This disruption extended across high impact full page wraps with gripping storytelling inside across the mastheads. This high impact style execution was then extended across digital to further extend the reach of the campaign.
This campaign used a multi-channel approach, and trusted environments, to maximise impact at every stage of the awareness journey. TV, digital video and radio delivered a highly emotive public service announcement, ensuring the message reached Australians and local communities in moments of high attention. Print and digital publishing played a critical role in reinforcing reflection and engagement, using full-page wraps and in-depth storytelling to drive deeper consideration.
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