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Campaign starts a conversation about non-verbal abuse during COVID-19 crisis

Social & Digital

Campaign starts a conversation about non-verbal abuse during COVID-19 crisis


Primary prevention organisation Our Watch has created a campaign highlighting non-physical abuse called No Excuse for Abuse. The multichannel campaign was created with Carat and Thinkerbell and launched across TV, online videos, social media and search. 

The campaign has been boosted by morning TV show hosts and was amplified when Our Watch ambassadors were interviewed by Sunrise and Studio 10. Our Watch CEO Patty Kinnersly says that the campaign has a “clear and concise message that resonates with its target audience”.

The COVID-19 crisis has taken a toll on people’s health, finances and emotional wellbeing – factors which can increase the risk of violence and abuse. 1800 RESPECT (the national sexual assault, domestic and family violence counselling service) reported to ABC that March and April 2020 were the second-busiest two-month period for its online chat tool in the organisation’s history. According to The Department of Health and Human Services (DHHS) “there may be an increased risk for women and children experiencing family violence or abuse” due to restrictions and more people staying at home.

The timely No Excuse for Abuse initiative has been designed to educate the public on different forms of non-physical abuse, including financial, technological and emotional abuse. The campaign features stories that demonstrate how complex and subtle abuse and violence can be. Each story is unique but features the familiar justification, ‘it’s only because…’. These storytelling devices encourage audiences to reframe their understanding of abuse and recognise non-physical violence as a serious issue.

If you or someone you know is impacted by sexual assault, family or domestic violence, call 1800RESPECT on 1800 737 732 or visit www.1800RESPECT.org.au. In an emergency, call 000.  If you are worried about your behaviour, call Mensline on 1300 789 978 or visit mensline.org.au.

Jasmine Giuliani

Jasmine Giuliani was the Editor of Marketing Mag from March 2020 to September 2021.

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