While essential in the fight against the spread of COVID-19, prolonged home isolation has challenged even the most stable of relationships.
We’ve all joked about how our partners are ‘getting on our nerves’ and playfully mentioned how ‘desperate’ we are to get away from them but imagine for just a minute what life would be like if you weren’t joking. Imagine being in a house with someone who you were literally desperate to get away from because you feared for your own safety or your child’s, at a time when escape was almost impossible.
Over the course of the pandemic, there’s been an alarming rise in incidents of domestic violence and abuse across Australia, victims being trapped at home with their abusive partners. We were asked by the Department of Human Services SA to help them develop a campaign that would tackle this issue head-on.
Given the increased difficulties for victims seeking to escape domestic abuse, we developed a campaign targeting the perpetrators of the violence instead. Executed across metropolitan and regional television, radio, digital and social media, our ‘Break the Cycle’ campaign challenges abusers to recognise their own behaviour and take steps to break the cycle of abuse they're perpetuating.
Rather than passing judgement, the campaign promotes a dedicated 24/7 Men’s Referral Service that provides advice and counselling to enable meaningful behavioural change.