B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • NRL
  • WPP
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • imaa
  • AFL
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Meta
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Carat & Thinkerbell Join Our Watch To Highlight Non-Physical Abuse During COVID-19 Confinement
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Carat & Thinkerbell Join Our Watch To Highlight Non-Physical Abuse During COVID-19 Confinement
CampaignsMedia

Carat & Thinkerbell Join Our Watch To Highlight Non-Physical Abuse During COVID-19 Confinement

Joy Clark
Published on: 6th July 2020 at 8:52 AM
Joy Clark
Share
4 Min Read
SHARE

The COVID-19 crisis and the associated forced isolation and restricted movement, has led to an increase in reports of domestic and family violence.  Women who are experiencing or are at risk of experiencing intimate-partner violence have become more vulnerable as they are forced to stay at home with their abusive partners.

In response to the COVID-19 crisis, Our Watch, a national leader in the primary prevention of violence against women and their children in Australia, launched an updated No Excuse for Abuse campaign to raise awareness of non-physical abuse, which is often overlooked or excused. Carat and Thinkerbell assisted Our Watch to ensure the campaign reached the broader public, and making sure potential victims and perpetrators could access support, and the community could develop a better understanding of what constitutes violence against women.

The campaign was launched to educate the public on different forms of non-physical abuse, including financial, technological and emotional abuse.  The campaign also signposts people who need urgent support to contact 1800 RESPECT and Mensline.

The multi-channel campaign across TV, OLV, Social and Search was further boosted by using network talent to connect with the audience.  An important part of Carat’s media plan was to leverage the relationships morning show hosts have built with their audiences.  Supported by Sunrise and Studio 10, the hosts interviewed Our Watch Ambassadors Tarang Chawla and Rebecca Poulson.  These discussions were pertinent to raising awareness of the various forms of abuse.

The creative concept leverages the insight that various forms of violence can be subtle and is often excepted through off-handed excuses such as ‘it’s only because….’.  By muting these common but ultimately dangerous excuses, the idea encourages people to recognise non-physical violence as a serious issue that can be just as harmful as physical violence.

Our Watch CEO, Patty Kinnersly, said: “By teaming up with Carat and Thinkerbell Our Watch has been able to create a clever campaign with a clear and concise message that resonates with its target audience.  We want the community to understand that non-physical forms of abuse, such as controlling how a partner spends their money or using verbal put-downs, are serious, inexcusable and preventable.  There is no excuse for abuse of any kind.” 

You can watch the No Excuse for Abuse ads and find out more about the different types of abuse here www.noexcuseforabuse.org.au

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.

 

Media Agency:

Carat: Janine Virtue (Client Lead), Nisha Rajamani (Client Director), Grant Abrahams (Digital Director), Emma Boyd (Senior Executive),

iProspect: Tejal Mistri (Digital Strategist)

 

Creative Agency:

André Pinheiro – Tinker

Nikia Shepherd – Lead Thinker

Adam Ferrier – Chief Thinker and Founder

Jim Ingram – Chief Tinker and Founder

Josh Green – Thinker

Katie Ayling – Production Tinker

 

Partners:

Television: Network Seven, Nine Network, Network Ten

Online Video: EMX Engine

Social: Facebook

SEM: Google

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Carat, Thinkerbell
Share

Latest News

Pia Whitesell Signs On As Ambassador As OLAY Unveils New ‘Hello Better Me’ Campaign
15/07/2025
Justin Randles.
TV, Radio, OOH & Publishing Cut Recruitment Activity & Junior Hiring Trend Shows Signs Of Slowing
15/07/2025
QBD Books Named Official Books Partner For 2025 MS Readathon
15/07/2025
New Study Reveals Marketers Want More With Less In FY26 But Data, AI Concerns Could Cause Headaches
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?