The important role that family play in supporting, respecting and celebrating LGBTIQ+ people is the cornerstone of a new campaign from Respect Victoria.
“Pride, Respect, Equality” was created by Behaviour Change specialists, The Shannon Company, and showcases the importance of family support in preventing all forms of family violence.
TSC Managing Partner, Michael Daddo led the strategic development of the campaign and said depicting a positive approach was critical.
“Throughout our extensive consultation with stakeholders the need came through incredibly strongly to demonstrate what support for LGBTIQ+ family members looks like, and the impact that even subtle negative responses can have,” he said.
“In our research we found very little public positive role modelling and really wanted to create a campaign that had the audience thinking ‘I can relate to that situation’ and ‘I could do that next time I see disrespect happening.
“The campaign highlights stories from real Victorian families who despite challenges along the way, have chosen to love, respect and support each other,” he said.
More than six in ten LGBTIQ+ people in Australia have experienced family violence, with perpetrators most likely to be parents or siblings.
Respect Victoria CEO, Tracey Gaudry, said it was vital that calling out homophobia, biphobia, transphobia, and discrimination against people with an intersex variation was normalised.
“Every person has the right to safe, healthy and respectful relationships, and that should start with family,” she said.
“Celebrating and supporting your LGBTIQ+ family members is a powerful way to let them know they are loved and respected.”
The campaign will run on metropolitan and regional television, radio, and press, as well as digital and social channels. It will also run in Italian, Greek, Hindi, and Punjabi on radio and across press.
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