Respect Women - Call it out

Client: Respect Victoria

The behaviour:

Men make excuses or stay silent on other men’s violent behaviour.

We leverage the dynamics of social confrontations (friendship groups and public places) to tackle the general understanding of violence against women – that it’s not just strong physical attack, it can also be things like trying to control a person’s finances/personal life, constantly putting them down and bullying. We nuance not physically or verbally intervening as a choice (therefore silence is complicit), then show how men can intervene in other men’s behaviour in a non-confrontational manner.

The change:

We inspired one in two people who saw our campaign (>three million) to do something about family violence – think, have a conversation or seek help.

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