The Federal Government has created a confronting new ad to address domestic violence

The Coalition government has launched a confronting $30 million campaign aimed at getting “influencers” such as parents, teachers and coaches
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Image via Facebook (Australian Politics - Fairfax)

The Coalition government has launched a confronting $30 million campaign aimed at getting “influencers” such as parents, teachers and coaches to restrict disrespectful and aggressive behaviour in boys.

The campaign will begin on Sunday, featuring a TV advertisement which shows ever day people dismissing or encouraging gender stereotypes and violence against girls and women. It will also include radio, print and digital advertising.

The ad begins with a scenario in which a little boy slams the door on a young girl, the mother rushes to her aid and tells her, “He just did it ’cause he likes you”.

Another scene shows a dad yelling at his son, who is happily throwing a ball with his female friend, “Don’t throw like a girl, mate”.

The video escalate from here, eventually building to footage of a woman knocked to the ground by her violent partner with the line “Violence against women, let’s stop it at the start”.

Christian Porter, Social Services Minister, has described the new campaign as “very confronting”.

“People know that violence against women is wrong. What they may not know is that… all of us unknowingly excuse and therefore perpetuate the behaviour that can lead to violence.”

Minister for Women Michaelia Cash, also weighs in saying common excuses like, “it’s just boys being boys” has to stop.

Mr Porter spoke with the ABC about the importance of the ads and said, “What you’ll see with these ads, which all Australians will see very shortly, is that we’re highlighting the type of attitudinal problems that we can’t let persist”.

“They’re sometimes attitudes that parents just let go through to the keeper when they should be addressed to try and get young boys and young men thinking in a way that’s respectful towards women in their lives.”

“It’s incredible how often the behaviour is either minimised, excused or there’s this inquiry into what it is the girl must’ve done to have brought about this behaviour.”

“And those type of almost ingrained reflex attitudes and responses that do seem to exist all across Australian society are clearly very unhelpful in terms of establishing the type of thinking, behaviour and attitude that we want and need,” he said.

Research shows that one in three women over 15 years of age will have experienced physical violence and one in six has experienced physical or sexual violence perpetrated by their current or former partner.

Labor have welcomed the campaign, but have also called for more money to be put towards the frontline services the help women and children escape domestic violence.

Prime Minister Malcolm Turnbull received letters from more than 80 family  violence experts and community groups who were calling for over $127 million a year to be put towards domestic violence funding in the upcoming budget.

Mr Porter addressed this call for frontline funding by saying that the Coalition government has recently committed $100 million to address domestic violence and $230 million for the national partnership agreement on homelessness, specifically focusing on domestic violence.

“People will always say that more can be done.. but over the last nine months more has been done.. than has ever been done before,” Mr Porter said.

Do you think this ad sends a powerful message? Are we doing enough to stop domestic violence?

*If sexual assault or family violence affects you or someone you know call 1800 737 732 or visit 1800RESPECT.org.au

  1. BRILLIANT ADVERT NOW ALL WE NEED TO DO IS GET PEOPLE TO RESPOND TO IT IN A POSITIVE WAY SO THEY ACTUALLY GET THE MESSAGE THAT WOMEN ARE NOT TO BE BELITTLED IN ANYWAY IT LEADS TO DISRESPECT AND MORE VIOLENCE. ALSO MAKING AN ADVERT WITH THE BOYS BEING THE ONES TO HELP GET FOOD READY AND DO OTHER HOUSEHOLD CHORES SO THEY ARE READY TO BE A PARTNER WITH THEIR SPOUSES AND GIRLFRIENDS,WHY DOES IT ALWAYS HAVE TO BE WOMEN THAT DO EVERYTHING FOR THE HOUSEHOLD BOYS AND MEN ARE QUITE CAPABLE

  2. Barbara Chapman  

    The problem with ads like this is that children see them. Children do not listen to the message, and only see the actions. They therefore will be influenced into thinking that this is the way to behave. Unless parents sit down with them and explain what is happening and why it is unacceptable, the whole domestic violence issue will increase. Can’t there be a more positive way of getting the message across?

    • Susan Gabriel.  

      I think you’re right if it’s shown during the day, but effective if shown later in the evening.

  3. Anne Wolski  

    We live in a society where domestic violence is rampant within both genders. I do believe that this ad may go some way to raising awareness of domestic violence but it is too gender biased to make much difference. Many women believe that belittling a man, hitting a man and other forms of abuse are not domestic violence and, until people start looking at the entire domestic violence problem, nothing will change

    • I have to agree with you Anne. Domestic violence certainly does go both ways. I recall seeing one of those videos where they sent out 2 actors and had the man belittle the woman in public and there was no end of people who went to her aid. When they did it the other way however, no one assisted the guy, and indeed, many people just laughed. I don’t know even if the police would take it too seriously and if a man would feel he could seek help. I hope that they do.

  4. Pamela  

    So sexist!

    Completely ignoring all those aggressive women who act similarly towards men and the men who are unsupported victims!

    Men are automatically presumed guilty by gender!

    • elena  

      Good on you Pamela, I could not agree more. I think women should be educated since very young, yes, educated about life in general and that to have a “baby” with whoever first man take her to bed it is not what life is about. Once they get the baby they discard the man because the baby is given them a sense of being. Most women don’t have any capacity to distinguish between a well balanced man and those that only have sex as a physiologic primitive need. I do feel for those men who are used and then discarded without any sense of humanity. Of course, if they lack of self steam they go crazy and kill any body. This is the main problem, idiot, immature and selfish women.

  5. unclejack  

    Every discussion re domestic violence seems to involve the relocation of the abused spouse and children, with funding applied to this. Why do we not hear of the relocation of the abuser?

    Surely the logistics of relocating the offending person are possible, and maybe more cost-effective? The motel/hotel accommodation needed for fleeing families could be then utilised for the removed offender.

    Of course the removed offender would be severely aggrieved. Measures would be needed to prevent their return to continue the situation of abuse, and to prevent expected acts of retribution.

    But existing and future forms of funding could be reworked to adjust to this concept.

    The abused individuals who have to be relocated/rescued, are further victimised by the loss of their familiar surroundings and daily life – housing, schooling, employment, friends, health facilities, transport, etc, etc.

    The need for continuing after-care and counselling is well known and costly, all taxpayers have to bear the cost of caring for victims of someone’s unacceptable behaviour. Meanwhile that ‘someone’ remains in the family home with little or no disruption to their familiar lives.

    Can anyone else see merit in handling domestic abuse/violence from a different angle????

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