National sexual assault and domestic violence counselling service, 1800RESPECT, has launched a new campaign via B.B.E, designed to highlight the vital resource to women with disability.
The advertising campaign, That is Violence, aims to help clarify to women with disability what violence is and the situations or circumstances where it can arise.
Set to roll out on 1 August, the suite of 15-second spots – which will run across digital mediums such as Facebook & Instagram – are set in various areas of the home and a clinic and feature a 1800RESPECT counsellor’s voice-over running through the scenarios that classify as abuse or violence.
The videos will be complemented by captivating out of home placements, which will feature across retail shopping centres around the country.
1800RESPECT national marketing and communication manager, Jennifer Ramsay, said people with disability are around twice as likely as people without disability to have experienced violence from a current or previous partner and it is vital they’re made aware of the services 1800RESPECT can provide.
Says Ramsay: “Concerningly, international research indicates that women with disability also suffer from domestic violence for longer, waiting on average 3.3 years before reaching out for help, compared to an average of 2.3 years for other women.
“This campaign is all about raising awareness to these women about us, and when they do reach out, 1800RESPECT will be there to help.”
B.B.E strategy director, Adam Beaupeurt, said the creative required careful consideration, with the agency taking guidance from research and community stakeholders: “Identifying the best method, message and media to communicate to such a diverse audience was an incredibly creative challenge, and required a thorough and thoughtful process.
“The simplicity of the campaign is its strength – we’re speaking to a very broad spectrum of people with a range of ability.
“The diversity of our audience led us to remove a subject from each of the scenarios, and there were significant challenges with the use of certain language, visual devices, colour and tone.
“This was an extremely important project for B.B.E and it was a privilege to have endorsement from such a wide range of stakeholders and the community.”
That is Violence is the first combined advertising & PR campaign for women with disability launched by 1800RESPECT — a confidential telegraphone and online counselling service available for all Australians, 24 hours a day, every day of the year.
Creative: B.B.E (with support from Australia’s National Research Organisation for Women’s Safety – ANROWS, Department of Social Services & E.A.G)