BMF’s Stop It At The Start campaign for the Australian Government to prevent domestic violence has already attracted attention.
The aim of the campaign is to stop violence against women in its early stages – violence by Australia’s youth. This campaign hopes to get all Australians to recognise how their day-to-day behaviour could enable future violence to grow.
Steve McArdle, BMF managing director noted, “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.”
The statistics show 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 is 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 behaviours.
Cam Blackley, BMF executive creative director commented, “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 solve 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 that is running nationally includes 60, 45 and 15 second TVCs, radio, print, online ads and a website. Its main target is influencers who unwittingly excuse disrespectful behaviour by young people.
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
Creative services director: Clare Yardley
Art buyer: Basir Salleh
Agency print producer: Karen Liddle
Production company: Finch
Director: Derin Seale
Producer: Karen Bryson
Post production: ALT FX
Editor: Drew Thompson @ ARC
Sound Production: Sonar
DoP: Matt Toll
Photography production house: Chee Productions
Photographer: Toby Dixon
Producer: Tamiko Wafer