The Allison Baden-Clay Foundation unveils phase two of ‘Toxic Love Signs’ campaign via SLATE Media

In light of the Queensland Government’s recent decision to criminalise coercive control from March this year, effective 2025, The Allison Baden-Clay Foundation has launched the second phase of its ‘Toxic Love Signs’ campaign at its annual Strive To Be Kind Lunch today, produced by Queensland based creative agency SLATE Media.

‘Strive To Be Kind’ Day was introduced in 2012 in memory of Allison Baden-Clay, who was murdered by her husband, to encourage the community to spread kindness whilst increasing awareness of domestic and family violence.

This new phase of ‘Toxic Love Signs’ introduces a compelling video series and an innovative Power and Control Wheel focused on technology abuse, addressing the pressing issues of social media and sexting pressures in young relationships.

Since the initial launch of the campaign last year, the response has been overwhelming. Schools, youth groups, and police forces across the country using the videos in their respectful relationships education programs and have reached out, requesting the ‘Power and Control’ wheels for Young People, initially designed for adult relationships but now adapted for youth. Since the launch of the campaign, Vanessa Fowler’s engagement with schools and sporting clubs has been in high demand, highlighting the urgent need for preventative education on identifying toxic love signs in youth relationships.

This year’s campaign introduces a Technology Power and Control Wheel, addressing the unique challenges posed by digital interactions. With social media and sexting becoming significant concerns, this tool aims to educate young people on the potential dangers and signs of technological abuse.

Vanessa Fowler, co-chair of the Queensland Domestic and Family Violence Prevention Council and Chair of the Board of Directors for the Foundation, emphasised the importance of prevention in tackling the domestic violence epidemic: “There are many programs and organisations for those fleeing abusive relationships, but primary prevention education is crucial. Teaching young people to recognise red flags early can prevent the onset of domestic violence.”

As a school teacher, Vanessa is particularly passionate about educating bystanders and peers to speak up and identify toxic relationships.

The campaign includes four new videos depicting toxic behaviours in youth relationships (ages 14-18), including isolation, gaslighting, technology abuse (sexting), and diminishing self-esteem.

Says Matt Pettigrew, creative director at SLATE Media: “It’s a pleasure to help produce this campaign again with the team. As a younger agency, advocacy on this topic for change to educate the younger community is such a necessary step to make sure that Domestic Violence education has a more tailored approach.”

Since 2020, The Allison Baden-Clay Foundation has printed and distributed over 50,000 Power & Control Wheels throughout Queensland to educate the community on coercive control. Last year’s launch of the Power and Control Wheel for Teens resulted in 25,000 wheels distributed to the Queensland Department of Education, state and independent schools, and sporting groups. All at no cost to the community and funded solely by the Foundation.

Fowler shared her thoughts on the campaign: “This campaign teaches young people about healthy relationships, consent, and respect, providing them the necessary knowledge and tools to recognise the signs of coercive control, develop respectful relationships, and become advocates for positive change. It is through educating our young people that we will see the generational change necessary to prevent domestic abuse.”

The campaign’s website (www.toxiclovesigns.com.au) offers resources and outreach groups to further educate and assist young people in unhealthy relationships, including Our Watch, Men4Respect, and Kids Helpline. The campaign also maintains an active presence on Instagram and TikTok (@toxiclovesigns_au) to engage with youth on these platforms.

Partner – Domestic Violence Action Centre (DVAC)
Creative ‘Pro Bono’ Team – M4M Agency
Production Team – Slate Media