Kids are exposed to all sorts of messages – some good, some bad, some insidiously dangerous. The dangerous messages are not always pornographic or violent. They are also ingrained societal ideas – such as males are superior and only the alphas among them get the girls. These ideas are associated with Australia’s domestic violence problem.
The Australian Government and BMF have launched the fifth phase of their domestic violence prevention campaign, Stop it at the Start, to reveal and teach adults about the new hidden trends of disrespect in young people’s online and offline world – so they can help them navigate it.
The launch film directs caretakers to the Algorithm of Disrespect launched by the Department of Social Services. The interactive educational tool simulates the average young Australian’s online experiences and interactions. The virtual experience highlights examples of the influences and influencers, and the array of content and conversations which often surrounds social media feeds and algorithms, revealing the hidden trends of disrespect our kids are being served on a daily basis.
The tool has been designed to help educate parents on the new, hidden forms of disrespect, revealing how quickly and easily content can snowball into an avalanche of disrespectful content, conversations, and ultimately, attitudes – just by engaging with one piece of content.
The full campaign by BMF in collaboration with the Department of Social Services is running across TV, cinema, online, social, and digital.
Stop it at the Start launched in 2016, a long-term multi-phase campaign that is aimed at influencers of young people and aims to address the seed of violence – disrespectful behaviour, in order to stop the next generation of violence before it begins.
Jessica Sutanto, planning director at BMF, stated, “While domestic violence requires holistic, systemic change, both immediate intervention through policy and law changes and through upstream prevention, every phase of Stop it at the Start has been a step toward driving long term change.
“From getting people to recognise how the seeds of disrespect can grow into violence, to highlighting our role in perpetuating that, to encouraging intervention in an instance of disrespect, to moving to prevention by showing the benefits of having conversations about respect, phase five is now about showing parents and influencers of children how to uncover hidden conversations about disrespect before they cause harm.”
Kiah Nicholas, associate creative director and innovation lead at BMF, added. “Social algorithms, designed to prioritise polarising content, can automatically serve disrespectful content to young Australians, every day. Which, over the course of their teenage years, may influence their views and behaviour. While adults can’t censor this content, it is their responsibility to better understand it, so they can help our kids navigate disrespect before it leads to violence.”
Credits:
Client: Department of Social Services
Branch Manager, Campaigns and Strategic Communication: Mardi Stewart
Director, Campaigns: Kristy Breugelmans
Co-Campaign Managers: Eleni Carrejo & Sarah Beckfaunt
Campaign Officers: Liam Walford, Parissa Sabet & Helina Tran
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Chief Innovation Officer and Executive Creative Director : Tara McKenty
Associate Creative Director & Innovation Lead: Kiah Nicolas
Senior Copywriter: Nathan Pashley
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Planning Director: Jessica Sutanto
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods
Group Account Director: Victoria Venardos
Senior Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Senior Agency Producer: Emma Friend
Head of Creative Services & Integrated Production: Simone Takasaki
Creative Services Director: Clare Yardley
Senior Content Producer: Holly Whiteley
Director: Al Moore
Editor: Al Moore, Jeni Rohwer
Digital Lead: Sam Elliott
Digital Producer: Haydon Fanning
UI/UX Designer: Janet Tyler
Front-end Developer: Blake Kus
Digital Agency: Orchard
Production Company: Good Oil
Director: Joel Kefali
Edit: ARC Edit
