In this section:

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?

The Victorian Government continues to invest in the development and delivery of behaviour change campaigns and related initiatives to change the social norms and attitudes that allow family violence and violence against women to occur in the first place. Led by Respect Victoria, these campaigns involve calling out gender inequality and other forms of discrimination as key drivers of family violence and modelling respectful relationships.

What have we achieved so far?

From 1 June 2019, Respect Victoria has now delivered eight evidence informed behaviour change campaigns:

  • Respect Women: ‘Call It Out’ (Café)
  • Respect Women: ‘Call It Out’ (Public Transport)
  • Respect Older People: ‘Call It Out’
  • Respect Women: ‘Call It Out’ (Respect Is)
  • Respect Each Other: ‘Call It Out’ (a dedicated family violence prevention campaign released during the Coronavirus [COVID-19]) pandemic)
  • Respect Each Other: Connection Keeps Us Strong
  • Sexism and Sport: ‘Call It Out’
  • Pride, Respect, Equality (focusing on family violence experienced by LGBTIQ+ Victorians).

Each of these campaigns was developed in consultation with key stakeholders including government departments, Victorian communities (including, but not limited to older Victorians, LGBTIQ+ Victorians, women’s health services, family violence support services, other support agencies, and victim-survivors) and members of the public (through focus group testing).

Respect Victoria continues to deliver behaviour change campaigns to shift the social norms, practices and structures that allow all forms of family violence and violence against women to occur. These campaigns shine a light on some of the less understood forms of violence and give Victorians the tools to help prevent violence from occurring in the first place.

Respect Victoria has recently finalised its Three-Year Campaigns Strategy to commence in FY2021-22, with initial consultation and scoping underway to developing future campaigns.

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, and related primary prevention practice, across local and regional communities in Victoria.

This includes the development and delivery of campaigns to address the drivers of violence, including gender inequality and other forms of discrimination and disrespect underpinning violence against particular population groups, in collaboration with key partners, and in conjunction with increasing saturation of prevention activity across the State.

What difference will we make?

Comprehensive evaluation is being undertaken regarding the impact of the overall social marketing strategy and discrete campaigns, and demonstrates:

  • Immediate and sustained influence on public knowledge, attitudes and behaviours that underpin family violence and violence against women.
  • Positive impact of shared messaging across government, industry, organisations and community.
  • Coordinated and mutually reinforcing prevention activity to prevent family violence and violence against women across all communities in Victoria.

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