About The Campaign

Goals
Campaign Strategy
Target Audience
Implementation

Goals

The initial aim of the campaign is to inform South Australians of the law changes. Ultimately, however, its goal is to prevent relationship violence before it happens by changing community attitudes towards abusive behaviour. Unfortunately, for many people, growing up in an environment of fear and violence is the only life they know. So the real key is to demonstrate what is and isn't acceptable behaviour in relationships.

Campaign Strategy

The advertising campaign Don't Cross the Line is being combined with community education strategies and legislative change to respond to violence in South Australia.

The Government's anti-violence initiative focuses on prevention and early intervention to increase community awareness that relationship abuse will not be tolerated. The initiative also involves increasing confidence in the South Australian legal system to encourage victims to report incidents and seek support.

Early intervention focuses on changing attitudes and behaviours before they become entrenched or accepted as ‘normal'. Preventative programs, particularly with young people, have been demonstrated to improve knowledge, skills and attitudes.

Target Audience - Young People

Young people are the main target for the campaign. This is because they are still in the process of learning to form intimate relationships. Young people may also be participating in social activities that heighten their vulnerability to experiencing violence.

Implementation

The advertising challenges perpetrators, victims and the community to question their behaviour. It then introduces the idea of absolute boundaries, through the phrase ‘Don't Cross the Line', and it explains, using practical examples, what is acceptable and unacceptable behaviour in relationships.

The advertisements are about establishing relationship boundaries, forming a set of unbreakable guiding principles that are the hallmarks of healthy, respectful relationships.

Adverts have been created for use across a range of media, including T.V., radio, print, venue posters and urinal stickers.

Last updated: Friday, July 02, 2010