Domestic & Family Violence

Corporate and Public Affairs / Government / Issues Management / Media Relations / PR Strategy and Campaigns

Project: Raising awareness of domestic and family violence and sexual assault

Challenge

Domestic and family violence is one of the greatest challenges in Australian society. In 2020, an average of one woman each week is killed by their partner or a family member and 1 in 4 Australian women (23.0%) has experienced physical or sexual violence by current or former intimate partner since age 15. Alarmingly, while the rates of most other violent crime are decreasing, incidences of domestic violence and sexual assault continue to rise.

Solution

At Truth Agency, we are passionate about raising awareness of domestic and family violence to keep this important issue on the national agenda, and ultimately prevent violence against women and their children. Throughout 2015 to 2020 we have worked on a range of influential government, not-for-profit and corporate campaigns including:

  • Media relations for No to Violence’s (Men’s Referral Service) 2017 national conference. At extremely short notice, Truth was engaged to work across the two day conference to secure as much media coverage as possible. During this time, Truth Agency attended the conference and delivered a comprehensive media relations program comprising: the development and distribution of media releases, media liaison and management, liaison with Rosie Batty’s PR contact, and assistance in developing key messages and content for other channels.

  • 1800RESPECT’s 16 Days of Action campaigns (both 2015 and 2016) to empower frontline workers to better support women who may be experiencing domestic and family violence or sexual assault. The 2016 campaign involved engaging 16 influential stakeholders across key sectors to stand together against domestic violence, and included 2015 Australian of the Year Rosie Batty, AFL Premiership player and Brownlow medallist Jimmy Bartel, former captain of the Australian Opals basketball team Lauren Jackson, Victoria Police Chief Commissioner Graham Ashton, 2016 Australian of the Year Lt. Gen David Morrison, MD of Australia Post Ahmed Fahour and Sex Discrimination Commissioner Kate Jenkins, among several others. The centrepiece of the campaign was a national media event held in Melbourne, which received coverage across the nightly news bulletins on Channels Nine, Seven and Ten. It also generated significant traction on social media, with the campaign hashtag #standtogether trending on Twitter.

  • The launch of Daisy, a smartphone app that connects women with domestic and family violence support services in their local area. The Daisy app, developed by 1800RESPECT and funded by the Australian Government Department of Social Services, was unveiled at a media event in Melbourne by the Minister Assisting the Prime Minister for Women, Senator the Hon Michaelia Cash, and Australian of the Year, Rosie Batty.

  • The launch of the inaugural Our Watch Media Awards, a national awards program to recognise and encourage exemplary reporting to end violence against women. The awards, which are administered by the Walkley Foundation, were launched at the National Press Club by Australian of the Year, Rosie Batty.

  • The national media launch of the Luke Batty Foundation’s Never Alone campaign, which encourages all Australians to pledge their commitment to stand beside victims of family violence.

  • Developing the PR strategy, campaign and launch of the 2018 Victoria Government’s Call It Out Campaign – a behaviour change initiative to raise awareness and educate Victorians about how people in the community – specifically men – can intervene to help prevent abusive behaviours in everyday situations. Truth Agency was engaged to develop and deliver targeted Influencer outreach strategies, digital communications, media relations, developing shareable online content and stakeholder engagement. Through influencer outreach alone, the campaign reached approximately 3 million Victorians.

Outcomes

Across all campaigns, we leveraged our expertise in media relations, government relations, event management and copywriting to secure extensive media coverage in major metropolitan print, TV, radio and online media, as well as coverage in targeted industry media. This coverage has produced strong results as evidenced in app downloads, web traffic, social media engagement, campaign registrations and award entries.

Complementary to our work on media campaigns, Truth Agency has also provided copywriting and editing services for 1800RESPECT, the national sexual assault and domestic family violence counselling service.

As an agency, we are committed to the ongoing contribution of our skills and expertise to aid the broader movement within Australian society to end violence against women and their children.