Is the Government’s new domestic abuse ad too confronting? 69



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TheLine: YouTube

If we said it had just been a horror year for domestic violence, then we’d be ignoring the years of abuse that women, men and children have suffered throughout history. But the fact of the matter is that it’s been much more in our eye line these last few months than it ever has been.

It’s become a societal issue that we can no longer sweep under the rug – every week two women are killed by domestic violence, and now campaigners are looking for a way to really get the message to sink in, especially to the younger generation.

Our Watch has launched a powerful ad campaign about the consequences of violent relationships which was released nationwide on Monday. It’s quite upsetting to watch.

The video follows a young boy who gets a tattoo and then gets it removed, interspersed with flashback of him fighting with his young girlfriend. He gets aggressive and hits her – the pain in her eyes really says it all.

“I know it won’t come off. I tried to say I’m sorry. Tried to hide it. But everyone knows”, says the voiceover, as an image of the teen’s shoulder reveals the tattoo that says “She pissed me off so I hit her”.

The message of the ad? You can’t undo violence. Know where to draw the line.

According to Buzzfeed Australia, the confronting ad campaign is part of Australian Government initiative The Line, an online educational resource about gender, sexism, technology, and healthy relationships.

Worrying, a recent survey of over 3,000 young people showed one in six young people believe “women should know their place”, so it’s clear these messages need to get through, but is this the way to do it?

The ad has been criticised online for focusing on the perpetrator and the effect of his actions on his own reputation, rather than the victim’s suffering, reports Buzzfeed. Do you agree?

Our Watch CEO Paul Linossier said the ad had “a bit of an edge to it,” but was ultimately created to start a conversation.

“We know that reputation is very important to young people,” he told BuzzFeed News. “It’s a way we can get them to sit up and pay attention. They’re in a stage of their life where relationships and intimate relationships are being explored and formed for the first time, and it’s a really important time to get young people to reflect on their attitudes and where they think they need to engage in change”.

“The purpose of this campaign is to stop the violence before it occurs, and I have enormous optimism that with the right guides and resources, that they can navigate the conversation and come out on the right side of the line”, Mr Linossier said.

The Line outlined the campaign response on their website and said “we tested this campaign concept with over 1,000 young Australians and their parents.

“Over two-thirds of young people and three-quarters of parents thought the campaign was effective, relevant, impactful, appropriate and thought-provoking.

“Young people took away the message that violence against women is wrong.

“Many thought the campaign would encourage people to think about their behaviour.

They also encouraged parents (and grandparents) to use the campaign to talk to your kids about violence and respect via the Resources for parents page.

Take a look at the ad yourself and tell us, would you feel comfortable showing this to your grandchildren? Are scare tactics effective?

Starts at 60 Writers

The Starts at 60 writers team seek out interesting topics and write them especially for you.

  1. Yes. I would show these ads. The younger the better. As soon as rhythm understand right from wrong.

  2. full on needs to be shown to get it through to the victims to know to get out and get help for themselves and the children before its to late.

  3. Yes I would show it. I think it’s ok that it appears to focus on the perp. In my opinion shaming them is way overdue. The only people who told my father any home truths about his violence was my grandparents.

  4. Violence begets violence, educating the young starts with setting a good example at home, parents behavior says a great deal and correcting outbursts from the kids when they occur.

  5. Domestic Violence Education? Well how about we teach restraint, self control, respect. And perhaps even self defence and strategories to cope with violent people without being hurt.

    3 REPLY
    • Should we teach anger management in schools. I have noticed that amongst young children arguing that the first thing they do is to hit out, punch and kick.

    • Women can also to walk away take the children and go visit a friend or family because families can also assist.

  6. Very confronting. We have to start young if we want to stop the next generation from continuing with this destructive behaviour. This is obviously aimed at the perpetrator. I don’t know whether this will get through to young men. In two minds about the effectiveness of this.

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