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
