The Liberal Marshall government’s $ 185,000 Break the Cycle campaign will run for three months on television, radio, digital and social media platforms including Facebook, Instagram and Snapchat, in addition to advertising on bus shelters and toilet doors.
For the first time, QR codes will be on print advertising, allowing South Australians quick and direct access to support networks when needed.
It follows the first Break the Cycle campaign launched in June 2020 to help ensure the safety and support of women during the height of the COVID-19 pandemic.
So far, the campaign has generated over 2.9 million impressions through digital channels, while a tracking campaign on the dating app Tinder has seen more than 1 view of sexual violence ads. 7 million times.
The new Break the Cycle website launched last June as a one-stop-shop for all information on domestic violence in South Africa received over 64,000 pageviews during this period.
Social Services Minister Michelle Lensink said the campaign takes advantage of South Australians’ newly acquired familiarity with QR codes, making it easier than ever to find the right information online.
“With powerful images of shattered glass used to draw attention to bus shelters, this campaign will shatter the perception that family violence is a private matter and raise public awareness of essential support services,” said Minister Lensink.
“We want victims to know that the abuse they face is not acceptable, that it is neither excusable nor inevitable, and that help is available.
“Equally important is that abusers are challenged to face their abuse and supported with professional help to change their behavior.
“That’s why this campaign promotes two vital hotlines – the Men’s Referral Service and the Domestic Violence Hotline – as well as the Break the Cycle website.
“Knowledge is power and this campaign will help South Australians break the cycle of domestic violence. “
Assistant Domestic and Family Violence Prevention Minister Carolyn Power said this latest campaign, which is funded through the federal government’s National Partnership on Responding to Domestic and Family Violence COVID-19, ensures that the fight against domestic and family violence remains at the forefront of our minds.
“This campaign builds on the success of previous communications activities to raise awareness of the signs of domestic, family and sexual violence and where to seek help,” said Minister Power.
“The new campaign aims to be more accessible to more people – through advertisements on bus shelters and washroom doors, with support material on the Break the Cycle website translated into 25 languages.
“As borders close and other states and territories are stranded, we must remember that home is not a safe place for everyone and continue to put the needs of people experiencing domestic violence first. .
“If this sounds like you, please ask for help now.”