Home » Queensland Creatives Unite To Combat Coercive Control

28 October, 2022

Queensland Creatives Unite To Combat Coercive Control

Queensland’s oldest charity, The Lady Musgrave Trust, has teamed up with not-for-profit, Small Steps 4 Hannah to improve community awareness of coercive control.

In a pro bono campaign brought to life by Publicis agencies, Publicis Worldwide and Starcom – the ‘Red Flag Effect’ campaign aims to highlight the often hard-to-spot signs of non-physical abuse, including emotional, psychological and financial control.

The campaign’s interactive creative film leads viewers to consider whether they would have spotted the red flags, encouraging them to learn more and access support online, through the recently launched website: thehandyguide.com.au.

This is the Trust’s online resource linking the public with information and support around domestic violence and homelessness.

The red flag behaviours featured in the campaign are informed by lived experiences of coercive control from community submissions to Queensland’s Women’s Safety and Justice Taskforce.

The Lady Musgrave Trust CEO, Victoria Parker, said: “For more than 137 years, we have supported women and children to find safer home environments.

“We know that domestic violence is one of the leading causes of homelessness for women and that controlling behaviours are some of the earliest and most insidious signs of domestic violence, but the signs can often be difficult to spot.

“To produce this incredible work, we had Publicis engage its network of creatives, and they all provided their skills and talents free of charge. Starcom rallied media players to get this important message out there. This work has come at a very pivotal time for our community, with the introduction of Queensland’s coercive control legislation and increasing conversation around domestic and family violence and what makes a healthy relationship.”

Publicis Worldwide’s managing director, Simone Waugh, said: “We put the call out to the industry for their support, and the time and resource devoted to this cause was unquestionable. From world-class directors to producers, sound engineers, editors and photographers – they all went out of their way to truly understand the issue to craft the campaign,” Waugh said.

Ash Kennedy, associate creative director at Publicis Worldwide, said: “We all know what physical violence looks like, but when it comes to coercive control, it’s far less obvious.

“The red flags are nuanced in real life, so our campaign features them in the same subtle ways. Spotting them early can help prevent dangerous relationships and ultimately save lives.”

Sue and Lloyd Clarke, co-founders of Small Steps 4 Hannah, said: “This is a powerful campaign which obviously hits very close to home for us… but this is an issue that we didn’t know about until it happened to us. Our community and people of all ages need more education about coercive control and what a healthy relationship is.

“We can all learn more about these red flags to help spot the signs of domestic violence, whether it’s for ourselves or for our family and friends. A campaign like this can save lives,” the Clarkes said.

Kelly Burnham, business director at Starcom, said: We are so grateful to all our media partners who, with zero hesitation, jumped on board to support us in delivering exceptional free-of-charge media value. The Red Flag project, in collaboration with The Handy Guide, will have monumental impacts, possibly life-saving for women and children in crisis – and we are honoured to play a small part in this important work,” Burnham said.

The ‘Red Flag Effect campaign includes TV, Cinema, OOH, Radio and Digital.

The Lady Musgrave Trust:

Victoria Parker, CEO

Louise Kelly, President

Erin Rigby, Head of Public Affairs

Creative Agency: Publicis Worldwide

Simone Waugh, Managing Director

Ryan Petie, Executive Creative Director

Michelle Sakzewski, Group Account Director

Tim Harding, Creative Director

Ash Kennedy, Associate Creative Director

Vicki Lee, Head of Broadcast & Content

Isobel Jones, TV Producer

Britt Groom, Broadcast & Content Producer

James Ansell, Executive Digital Experience Director

Luke Stocks, Head of Studio

Kate Lecce, Account Director

Crystal Davis, Account Manager

Keith Byrne, Business and Creative Director

Polina Shilenina, Digital Project Manager

Reyhan Susilo, Digital Experience Designer

Ece Firat, Developer

Amber Lawrence, Senior Studio Designer

Stephanie Gow, Senior Studio Designer

Jamie Fletcher, Senior Studio Designer

Charlotte Barakat, Operations Director

Production: Taxi Film

Andrew Wareham, Executive Producer

Hannah Ariotti, Director

Justin Lyons, Producer

Esteban Rivera, DOP

Erik Williamson, Photographer

Bruce Truong, 1st AC

Clara Ciottariello, 2nd AC

Dan Michaud, Gaffer

Light & Motion, Grip

Dan Vilimaa, Grip Assist

Matty Porter, Standby

Nayana Kieran, Standby Assist

Lydia Zimnoch, Wardrobe

Jane Heta, Hair & Makeup

Finn Mullen, Stills Assist

Post-Production: Empire Post

Digby Hogan, Editor

Kali Bateman, Grade

Jason Taylor, Online

Music & Sound: Rosco Audio

Ross Batten, Senior Sound Engineer

Sarah Ritchie, Producer

Media: Starcom

Kelly Burnham

Roger Lintzeris

Ivo Kavelj

Anthony Estephan

Ashley Szmerling

Georgia Dunsford

Tim Howe

Cate Kealy

Angela Chai

Neha Jain

Vittorio Aquino

Advertise with us

Please login with linkedin to comment

Small Steps 4 Hannah The Lady Musgrave