The Australian government has launched the fifth phase of its domestic violence prevention campaign, Stop it at the Start, to teach adults about the hidden trends of disrespect in young people’s online and offline worlds – so they can help them navigate it.
Created by BMF in collaboration with the Department of Social Services, the integrated national behaviour change campaign will roll out across TV, cinema, online, social, and digital.
As part of the campaign, the Department of Social Services has launched the ‘Algorithm of Disrespect™️’, an interactive educational tool which simulates the average young Australian’s online experiences and interactions.
The virtual experience highlights examples of the influences and influencers, and array of content and conversations, which often populate social media feeds.
Directing people to the ‘Algorithm of Disrespect™️’, the launch films follow the journey of one young person as they try to navigate a world of disrespect alone. Depicted through a dramatised online world, the films show how it’s easy for kids to find themselves led astray when navigating the hidden trends of disrespect.
Initially launched in April 2016, Stop it at the Start is a long-term multi phase campaign which is aimed at influencers of young people and aims to address the seed of violence – disrespectful behaviour.
Jessica Sutanto, planning director at BMF, said while domestic violence requires holistic, system change at every level, 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,” she said.
Last week, BMF launched work for the Australian government aimed at encouraging Australians to give up vaping and smoking.
Credits:
Client: Department of Social Services
Branch Manager, Campaigns and Strategic Communication: Mardi Stewart
Director, Campaigns: Kristy Breugelmans
Co-Campaign Manager: Eleni Carrejo
Co-Campaign Manager: Sarah Beckfaunt
Campaign Officer: Liam Walford
Campaign Officer: Parissa Sabet
Campaign Officer: 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
Director: Joel Kefali
Production Company: Good Oil
Edit: Arc
Sound: Otis Studios, Rumble Studios, Beatworms