BMF Unveils Phase Four Of Its Domestic Violence Campaign For The Australian Government

BMF Unveils Phase Four Of Its Domestic Violence Campaign For The Australian Government

Created by BMF in collaboration with the Department of Social Services, the national campaign highlights the importance of having regular proactive conversations about respect to nurture a culture that prevents disrespect manifesting into violence later on.

“Bring up Respect” celebrates the first moments we teach respect, and its impact on our children’s emotional development, and the ongoing positive impact of bringing up respect with them early and often.

Initially launched in April 2016, phases one to three of the Stop at the Start campaign have proved to be highly effective, with a significant decline in problematic heuristics and an increased awareness in recognising problematic behaviours. However, phase four aims to help people move into a proactive space, demonstrating how positive conversations result in violence prevention.

Christina Aventi, chief strategy officer at BMF said: “Every phase has been a key step in driving action – phase one was about getting people to recognise how the seeds of disrespect can grow into violence, phase two was about our role in perpetuating that, and only then could we go to phase three encouraging intervention in an instance of disrespect. Phase four, six years after launch, moves into a less reactive space, showing the benefits of having conversations about respect as a normal part of everyday life, and how those conversations get passed on.  After all, a conversation about respect is the foundation of all the milestone talks in childhood – it almost all comes back to respect.”

The campaign is rolling out on the 27th of March across the country and includes TV, Online, Cinema, OOH, Digital, Social, PR, the website – www.respect.gov.au – and tools to assist influencers in educational initiatives to start conversations with young people.

Pia Chaudhuri, executive creative director at BMF, added: “We regularly celebrate the typical milestone moments in a child’s life – first steps, first words, first day at school. But we rarely acknowledge the moments that are arguably just as important – the moments that children and young people learn and embody key lessons in respect. Like using their words instead of lashing out, or learning to stand up for others instead of keeping quiet. With this campaign, our goal is to demonstrate that every talk we have about respect doesn’t just make a difference to our own children’s lives, but has a ripple effect on society as a whole, as they then take these learnings into the wider world. In this phase of the campaign, it’s been great to convey such a positive and emotive message.”

Credits

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Executive Creative Director: Pia Chaudhuri

Senior Creatives: Emily Field & Kiah Nicholas

Head of Art & Design: Lincoln Grice

Designer: Fiona McLeod

Chief Strategy Officer: Christina Aventi

Senior Strategic Planner: Jessica Sutanto

Chief Executive Officer: Stephen McArdle

General Manager: Richard Woods

Senior Account Director: Victoria Venardos

Account Manager: Anja Cherry

Head of TV: Jenny Lee-Archer

Senior TV Producer: Claire Seffrin

Director:  Rob Stanton-Cook

Production Company: Collider

Managing Partner/Executive Producer: Rachael Ford-Davies

Producer: Annie Schutt

Post Production: Fin Design & Effects

Editor: Adam Wills

Sound Production: Otis Studios

Music Supervision: Level Two Music

Music: “Migration” by Goldmund

DOP: Jeremy Rouse

Production Company: Flipp Management

Photographer: Karima Asaad

Executive Producer:  Daniel Buckle

Producer: Haydon Fanning

Art Buyer: Basir Salleh

Integrated Producer: Karen Liddle

Digital Producer: Yolande Francis

Front-end Developer: King Tan

Finished Artist: Stacey Harrad Chantler / Catarina Duardo

Creative Services Director: Clare Yardley

Client: Department of Social Services

Amanda Petrass




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