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'Respect Is'

Respect Victoria has launched a new primary prevention campaign with the help of behaviour change communication specialists, The Shannon Company.

The work is an extension of the ‘Respect Is’ platform from Respect Victoria that has been running for three years, to align with the UN Women’s 16 Days of Activism – from 25 November 2022 (International Day for the Elimination of Violence against Women) to 10 December 2022 (Human Rights Day).

As part of the 2022 campaign, a suite of online films has been developed, showcasing the stories of Victorians who are taking steps towards equality in their communities, relationships, families, and workplaces. Through their eyes and experience, the films showcase what respectful relationships look like, and how rigid gender stereotypes can be overcome to create a safe and respectful world for men and women, free from all forms of family violence.

Speaking about the campaign, Emily Maguire, CEO of Respect Victoria said, “Violence against women is preventable, and it’s a challenge that belongs to all of us.”

“An important piece of the puzzle is men supporting each other to break down outdated stereotypes about gender, masculinity, and what it means to be a man,” said Ms Maguire.

In the words of Megha Sadhwani, Group Business Director, The Shannon Company, “It is important for men to reflect on their behaviour and understand the role they can play in addressing outdated gender norms and rigid stereotypes. Through this work, we seek to continue and strengthen the conversations around respect for women, and inspire positive change to build an equal and respectful society.”

Kim Hellier, Senior Art Director and Head of Design, The Shannon Company added, “This is a series of stories reflecting on genuine actions of respect and support towards women. Be it equality, independence, rejecting harmful forms of masculinity, and more, Victorians share their stories together based on lived experience.”

CLIENT: Respect Victoria
Campaigns Manager: Luke Butler
Senior Campaigns Adviser: Natasha Darrigan
Campaigns Coordinator: Katie Harris

Creative: Stuart Nightingale & Kim Hellier
Strategy: Michael Daddo & Fei Wang
Account Service: Megha Sadhwani & Tenneille Stone
Films Producer: Jo Theoharis

Director: Greta Nash
Film Producer: Samantha Haines
Photography: Kelly Gardner