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    BMF launches next phase of government’s domestic violence prevention campaign

    The Australian government has launched the fifth phase of its domestic violence prevention campaign, Stop it at the Start, to teach adults about the hidden trends of disrespect in young people’s online and offline worlds – 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 DisrespectBMF launches next phase of government’s domestic violence prevention campaign’, 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 array of content and conversations, which often populate social media feeds.

    Directing people to the ‘Algorithm of DisrespectBMF launches next phase of government’s domestic violence prevention campaign’, the launch films follow the journey of one young person as they try to navigate a world of disrespect alone. Depicted through a dramatised online world, the films show how it’s easy for kids to find themselves led 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.

    Jessica Sutanto, planning director at BMF, said while domestic violence requires holistic, system change at every level, 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,” she said.

    Last week, BMF launched work for the Australian government aimed at encouraging Australians to give up vaping and smoking.

    Credits:

    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 Nicolas
    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
    Digital Lead: Sam Elliott
    Digital Producer: Haydon Fanning
    UI/UX Designer: Janet Tyler
    Front-end Developer: Blake Kus

    Digital Agency: Orchard
    Director: Joel Kefali

    Production Company: Good Oil

    Edit: Arc

    Sound: Otis Studios, Rumble Studios, Beatworms

    The post BMF launches next phase of government’s domestic violence prevention campaign appeared first on Mediaweek.

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