Australian Government launches phase five of Domestic Violence Prevention campaign focused on ‘The Hidden Trends of Disrespect’ via BMF
The Australian Government has launched the fifth phase of its domestic violence prevention campaign, ‘Stop it at the Start’, to reveal and teach adults about the new hidden trends of disrespect in young people’s online and offline world – so they can help them navigate it.
Created by BMF in collaboration with the Department of Social Services’, the integrated national behaviour change campaign will roll out across TV, cinema, online, social, and digital.
As part of the campaign, the Department of Social Services has launched the ‘Algorithm of Disrespect™️’, an interactive educational tool which simulates the average young Australian’s online experiences and interactions. The virtual experience highlights examples of the influences and influencers, and the array of content and conversations which often surrounds social media feeds and algorithms, revealing the hidden trends of disrespect our kids are being served on a daily basis.
The tool has been designed to help educate parents on the new, hidden forms of disrespect, revealing how quickly and easily content can snowball into an avalanche of disrespectful content, conversations, and ultimately, attitudes – just by engaging with one piece of content.
Directing people to the ‘Algorithm of Disrespect™️’, the launch films follow the journey of one young person, representative of all young Australians, as they try to navigate a world of disrespect alone. Depicted through a dramatised online world, its influence and its allure, the films show how it’s all too easy for kids to find themselves astray when navigating the hidden trends of disrespect.
Initially launched in April 2016, ‘Stop it at the Start’ is a long-term multi phase campaign which is aimed at influencers of young people and aims to address the seed of violence – disrespectful behaviour, in order to stop the next generation of violence before it begins.
Says Jessica Sutanto, planning director at BMF: “While domestic violence requires holistic, systemic change, both immediate intervention through policy and law changes and through upstream prevention, every phase of ‘Stop it at the Start’ has been a step toward driving long term change.
“From getting people to recognise how the seeds of disrespect can grow into violence, to highlighting our role in perpetuating that, to encouraging intervention in an instance of disrespect, to moving to prevention by showing the benefits of having conversations about respect, phase five is now about showing parents and influencers of children how to uncover hidden conversations about disrespect before they cause harm.”
Says Kiah Nicholas, associate creative director and innovation lead, BMF: “Social algorithms, designed to prioritise polarising content, can automatically serve disrespectful content to young Australians, every day. Which, over the course of their teenage years, may influence their views and behaviour. While adults can’t censor this content, it is their responsibility to better understand it, so they can help our kids navigate disrespect before it leads to violence.”
Client: Department of Social Services
Branch Manager, Campaigns and Strategic Communication: Mardi Stewart
Director, Campaigns: Kristy Breugelmans
Co-Campaign Manager: Eleni Carrejo
Co-Campaign Manager: Sarah Beckfaunt
Campaign Officer: Liam Walford
Campaign Officer: Parissa Sabet
Campaign Officer: Helina Tran
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Chief Innovation Officer and Executive Creative Director : Tara McKenty
Associate Creative Director & Innovation Lead: Kiah Nicholas
Senior Copywriter: Nathan Pashley
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Planning Director: Jessica Sutanto
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods
Group Account Director: Victoria Venardos
Senior Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Senior Agency Producer: Emma Friend
Head of Creative Services & Integrated Production: Simone Takasaki
Creative Services Director: Clare Yardley
Senior Content Producer: Holly Whiteley
Director: Al Moore
Editor: Al Moore, Jeni Rohwer
Creative Technologist: Blake Kus
Digital Lead: Sam Elliott
Digital Producer: Haydon Fanning
UI/UX Designer: Janet Tyler
Front-end Developer: Blake Kus
Digital Agency: Orchard
Production Company: Good Oil
Director: Joel Kefali
Edit: ARC EDIT
Sound: Otis Studios, Rumble Studios, Beatworms
10 Comments
five seconds in I’m bored as all hell, bad propaganda
Domestic violence is truely unacceptable in any society the division it creates cuts to the core of our civilizational foundations and undermines our biological predetermined drives to achieve intimate bonds
But I’m not convinced that extreme negative tropes can be affectively dealt with by the simplicitic application of government sponsored propaganda
The real problem is far deeper and systemically inherent in today’s society
And that in my opinion is the inverse use of economic policies to ferment this division within the population we as a people are being asked the bare the weight of declining financial resources and dwindling government support for institutions that support and encourage community unity throughout our history
We have lost faith in God in government and in authority to be the glue that binds us together so the young look to what they consider real alternatives
I dont think god, the government, and authority are the solve buddy. It might actually be the inverse if you critically think
this is incredibly powerful work.
Seems to be way too much going on. I get it’s a complex problem, but this seems to be a really complex user unfriendly solution
Dad at the end: everything all right?… Kid … “Dad I’ve just seen some terrible government sponsored propaganda.”
Was like a giant Evento Template dad, horrible nightmare……..
If you have kids, you know that there’s no controlling what the algorithm feeds them. Which means, there’s no telling what terrible harmful sh*t they’ll be exposed to. This is brilliant work. Well done
Kids would laugh at this, you underestimate the level of critical thinking from kids.
https://www.youtube.com/watch?v=x4WuNU_0e5c
Hmm. Are we targeting the right demographic here?
Less kids finish school and more dropout mid-highschol directly into a worksite where they spend their formative years. We need to get to the cause not the symptoms, Australia is becoming more uneducated in certain circles.
That or turn off the internet for a few years.