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Primary Prevention Behaviour Change Campaigns

Responsible government

  • Victoria

Fourth Action Plan actions

  • Primary prevention is key
    • 3 Implement targeted primary prevention activities designed by, and tailored for, the specific communities they are intended to support.

What are we doing?

Victoria to continue to develop and deliver an evidence-based primary prevention behaviour change campaigns. This includes the development and delivery of campaigns to address the drivers of violence, including gender inequality. Campaigns under development and delivery in 2019–20 include: women, older people with a focus on CALD communities, and LGBTIQ communities.

What have we achieved so far?

Respect Victoria has delivered three behaviour change campaigns designed at changing the social norms and attitudes that allow all forms of family violence and violence against women to occur — Respect Women: Call It Out (Café), Respect Women: Call It Out (Public Transport) and Respect Older People: Call It Out.

Early evaluations undertaken on the Respect Women: Call It Out campaigns are already demonstrating that those who viewed the campaign were more likely to call out sexist behaviour among friends or co-workers with the campaign having now reached more than 5 million Victorians.

What is next?

Through its investment in Respect Victoria the Victorian Government continues to develop and deliver an evidence-based primary prevention social marketing strategy.

This includes the development and delivery of campaigns to address the drivers of violence, including gender inequality.

Violence prevention campaigns under development and delivery in 2019–20 include: respect women, respect older people with a focus on CALD communities, and LGBTIQ family violence prevention.

What difference will we make?

A social marketing strategy in place by 2020 and the delivery of discrete campaigns for targeted communities.

Comprehensive evaluation of the impact of social marketing strategy and discrete campaigns, demonstrating:

  • Influence on public knowledge, attitudes and behaviours
  • Positive impact of shared messaging across Government, industry, organisations and community.

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