How effective are domestic violence advertising campaigns for preventing violence against women?
Domestic violence is a significant personal, community and social issue attracting much attention.
After several recent horrific cases, media discussion, calls for a royal commission to end the violence and public rallies, Australia is saying “enough is enough”.
Domestic violence can be fatal and repercussions can last for years. Yet domestic violence is one of the most under-reported crimes locally and internationally, and the least likely to end in conviction.
Violence against women takes a profound and long-term toll on women’s health, wellbeing and their economic security, and negatively impacts families, communities and society at large.
Over the past 40 years, government bodies and community organisations have attempted to tackle this problem through social marketing campaigns worldwide.
These campaigns aim to raise awareness of the issue and ultimately prevent domestic violence.
Some have received coveted awards, such as the Salvation Army South Africa campaign “Why is it so hard to see black and blue”. But others have been criticised and even banned for their violent images, like the UK Women’s Aid campaign “The Cut” featuring actress Keira Knightley, which showed violent physical abuse.
In April 2016, the Australian government launched a national........
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