BMF Unveils Federal Government’s COVID-19 Domestic Violence Campaign

BMF Unveils Federal Government’s COVID-19 Domestic Violence Campaign
SHARE
THIS



As COVID-19 puts pressure on many families, the domestic violence statistics are alarming. Google searches on domestic violence have increased by 75 per cent since the first recorded COVID-19 cases in NSW. Australian GPs are also warning of an impending increase in domestic violence after reports that incidences tripled in parts of China during that country’s isolation period.

While the global COVID-19 crisis is unprecedented, it’s left many victims of domestic and family abuse inside their homes with their abuser – all day, every day – as people isolate to prevent the spread of the virus. For many of us this has meant working from home and staying indoors, but for women and children experiencing domestic violence, it has made it even harder to get help and have left some unable to reach out to their support networks like family and friends.

In response, the Australian Government has partnered with creative agency BMF to launch a national campaign to ensure that Australians experiencing domestic, family and sexual violence know which support services are available 24/7. This also includes services for people using violence or at risk of using violence.

Christina Aventi, BMF executive planning director said: “All relationships are under pressure right now, whether they are healthy or not. Many are navigating new challenges – mentally, emotionally and financially and for families where abuse and violence are the norm, times of crisis can heighten the intensity. In this case, isolation and lockdown can make them feel even more neglected or forgotten. Their sacrifice of living in lockdown is far greater than ours and we hope this campaign reminds them that they are not alone and there are many ways to seek help.”

Pia Chaudhuri, BMF group creative director added: “People often assume that home is a safe space but for victims of domestic abuse and violence, this is far from the case. We wanted to use a simple animated visual of a house to show how in times of crisis, external forces can have an even bigger impact on the people inside. We hope the campaign goes some way to reassure victims that even in isolation, they’re not alone – help is here, whenever they need it.”

The campaign also targets the broader support network of victims, including their family, friends and their community, which can act as a disincentive for potential perpetrators who might feel enabled by a society whose focus is elsewhere.

Although the main objective of the campaign is to ensure the safety of victims of violence, it also aims to encourage those who may be feeling frustration and anger, during these uncertain times, to reach out and seek help.

The campaign is rolling out this week across the country and includes TV, Radio, Outdoor, Press, Digital and Social, reminding Australians help is available online and by phone, 24/7.

CREDITS:

Creative Agency: BMF

Executive Creative Director: Alex Derwin

Group Creative Director: Pia Chaudhuri

Head of Art and Design: Lincoln Grice

Creative Team: Emily Field, Kiah Nicholas, Casey Schweikert and Fiona McLeod

Executive Planning Director: Christina Aventi

Managing Director: Stephen McArdle

Head of Account Management: Richard Woods

Account Director: Victoria Venardos

Account Manager: Adam Reeves

Head of TV: Jenny Lee-Archer

Agency Producer: Claire Seffrin

Production Company: Buck

Executive Creative Director: Gareth O’Brien

Creative Director: Lucas Brooking

Executive Producer: Erica Ford

Storyboards: Sam Scopelitti, Lara Lee, Will Pietsch and João Lavieri

Design: Lucas Brooking, João Lavieri, Scarlett Sterling, Will Pietsch and Bernd Bousard

Animation: Chris Anderson, Henrique Barone, Will Pietsch, Liz Smith and Bernd Bousard

Music & Sound Design: Otis Studios

Creative Services Director: Clare Yardley

Production Director: Karen Liddle

Art Buyer: Basir Salleh

Digital Producer: Danielle Kartika

Front-End Developer: King Tan

Finished Artists: Stacey Harrad-Chantler and Catarina Duardo

Please login with linkedin to comment

BMF

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]