How effective are domestic violence advertising campaigns for preventing violence against women?

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How effective are domestic ********* advertising campaigns for preventing ********* against women?

Credit: The Conversation

Domestic ********* is a significant personal, community and social issue attracting much attention.

After several recent horrific cases, media discussion,

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to end the ********* and public rallies, Australia is saying “

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.”

Domestic ********* can be fatal and repercussions can last for years. Yet domestic ********* is one of the most under-reported *******

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and

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, and the least likely to end in conviction.

********* against women takes a profound and

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on women’s health, well-being and their economic security, and negatively impacts families, communities and society at large.

Using marketing campaigns to tackle the issue

Over the past 40 years, government bodies and community organizations have attempted to tackle this problem through social marketing campaigns worldwide.

These campaigns aim to raise awareness of the issue and ultimately prevent domestic *********.

Some have received coveted awards, such as the Salvation Army South ******* campaign “

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.” But others have been criticized and even banned for their violent images, like the *** Women’s Aid campaign “

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” featuring actress Keira Knightley, which showed violent physical ******.

‘Stop it at the Start’—a campaign for respect

In April 2016, the *********** government launched a national campaign “

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.”

This prevention campaign was jointly funded by all state and territory governments to reduce ********* against women and children.

It aimed to help break the cycle of ********* by encouraging adults to reflect on their attitudes and have conversations about respect with young people, addressing how ********* against women starts with disrespect.

The “Stop it at the Start” campaign encourages influencers to reflect on their own attitudes, and have conversations about respectful relationships.

One part of the campaign encouraged community members to “unmute yourself”—to stand up to disrespectful behaviors and support those who are experiencing ******.

The campaign’s latest phase centers on the notion of “bring up respect,” which encourages parents and other influencers of young people to positively

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and create education around respectful behavior.

How effective are these campaigns for preventing *********?

Since “Stop it at the Start” was a prevention campaign, we examined ABS data to understand its impact in preventing domestic *********.

Reports released in 2012, 2016 and 2021 showed the number of women who had experienced physical and/or ******* ********* by a cohabiting partner since age 15 increased from 5% (467,300) to 23% (2.3 million) during this *******.

We also examined the average word search of “domestic *********” using data obtained from

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Trends, which showed an overall increase in average search interest by 29.1% from 2012 to 2022.

This may indicate an increased awareness of domestic ********* in the broader population. However, the increasing number of reported cases during the same time ******* suggests domestic ********* campaigns, on their own, may be ineffective in reducing or preventing ********* against women, although they may help increase awareness of the problem.

How effective are past campaigns?

This raises an important question of how campaigns send a message to prevent gendered *********.

To assess this, we searched various platforms such as

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and AdsoftheWorld and industry media, including 120 print and 25 video advertisements on

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. We were interested in understanding who the perceived target audience of the advertising was and its messaging.

In reviewing the advertisements, we found older examples showed a higher degree of ********* by perpetrators, sometimes extremely graphic.

This type of “

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” aims to get the viewer’s attention.

The “Stop it at the Start” campaign aims to reduce ********* against women and children.

Shock advertising has been used in public health and safety campaigns for many years to scare people about

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, for example.

However,

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has found the use of ********* in shock advertising overpowers key messages and audiences can become desensitized.

More recent campaigns appear to have moved away from shock messages to try to send the message to the broader community.

Our research team reviewed the advertising messages and created a perceptual mind map based on the (1) target of the message (perpetrator or community) and (2) the degree of ********* (non-violent or graphic).

Positioning of domestic ********* advertising images

We observed messaging change depending on the target audience—shocking for awareness/understanding of the issue to the perpetrator, and educating the issue/supporting the survivor to the community.

However, we identified a major gap in the messaging—the survivor.

Targeting victims and survivors

There appears to be movement from violent, shock advertisements to campaigns aimed at the community to support victim-survivors.

But few campaigns have identified the strength and empowerment needed for survivors to take action, although the NSW government’s recent campaign “

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” is a start.

Domestic ********* is a complex problem and more work is needed to prevent *********. In doing the same thing over and over in campaigns, there is a risk of “outsourcing” this important preventative work to future generations, as

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.

We need to also focus on more immediate actions to prevent ********* in the short-term.

Provided by
The Conversation

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under a Creative Commons license. Read the

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Citation:
How effective are domestic ********* advertising campaigns for preventing ********* against women? (2024, May 5)
retrieved 5 May 2024
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