Cultural Perspectives has been appointed by the Australian Government Department of Social Services (DSS) to implement Phase four of the culturally and linguistically diverse (CALD) creative and communication components of the Stop It at the Start campaign. The campaign aims to influence a positive change in young people’s attitudes towards violence against women and gender equality.
Phase four of the campaign seeks to build on the successes of previous phases and move the conversation forwards, with the primary focus of encouraging influencers to remember the importance of this issue, the contribution they have made and their potential future impact.
Cultural Perspectives has developed a public relations and community engagement strategy for the campaign, working with the CALD community sector to encourage adult influencers to have ongoing conversations about respect. The campaign will reach multicultural audiences through in-language advertising and public relations, as well as through community engagement.
Minister for Social Services, the Hon Amanda Rishworth MP, said the Australian Government is committed to working towards a future free from family, domestic and sexual violence.
“Community engagement is vital to helping raise awareness of this serious issue and to empowering young people to understand the importance of respectful relationships and keeping families and communities safe,” Minister Rishworth said.
“Speaking to multicultural communities about respectful relationships and gender equality will require a certain level of sensitivity and an understanding of cultural nuances. Appropriate community engagement on these issues is paramount to ensure communities ‘tune in’ to campaign messages.”
Pino Migliorino AM Managing Director and Chairperson of Cultural Perspectives said, “Speaking to multicultural communities about respectful relationships and gender equality will require a certain level of sensitivity and an understanding of cultural nuances. Appropriate community engagement on these issues is paramount to ensure communities ‘tune in’ to campaign messages.”
A key component of the campaign is the convening of the Multicultural Influencer Collective involving peak multicultural organisations and representatives to publicly endorse and actively engage with the campaign.
Clement Meru, Community Engagement and Disability Services Manager at SydWest Multicultural Services and member of the Multicultural Influencer Collective, recognises that it is common to talk about respect with young people as it is a fundamental value in Australia’s multicultural communities.
“I am very proud to form part of the Multicultural Influencer Collective. I believe as parents, family members, teachers, coaches, employers, and members of our diverse communities, we all have a role to play in breaking the cycle of disrespect and ultimately violence against women.”
“When we remember to talk to our young people about respect, even the smallest conversation can make a difference, and that positive change can be felt far beyond our own family, and into the wider community” he said.
“Respect is spoken about more now than it previously was. We want our communities to feel empowered to continue having these important conversations with each other and our young people” said Sandra Elhelw Wright, Chief Executive Officer at Settlement Council of Australia, and Multicultural Influencer Collective member.
Evaluation research across all phases to date indicates that the Stop it at the Start campaign has been highly successful – particularly in encouraging influencers to talk about disrespect. More than 70 per cent of influencers who saw the campaign took action to address this issue, such as by role modelling positive behaviour or calling out disrespect.
“Research shows that our understanding of how disrespectful attitudes can lead to violence when left unchecked or unaddressed has grown and developed over time. Now in its fourth phase, we can see the positive impact Stop it at the Start campaign is having. We look to community leaders, parents, grandparents, aunties, cousins, coaches, all people who influence our young people’s lives to remember the impact they have and keep talking about respect,” said Pino.
A suite of translated tools and resources will support parents, families and other role models for young people to model positive behaviours and start a conversation about respect with the young people in their lives. The translated information is available in 20 languages online at www.respect.gov.au/translated-resources/
The Stop it at the Start campaign began as an initiative under the Australian Government’s National Plan to Reduce Violence against Women and their Children 2010-2022.
If you or someone you know is impacted by sexual assault, domestic or family violence, call 1800RESPECT on 1800 737 732 or visit www.1800RESPECT.org.au.
Note to media: Broadcast-quality television commercials and high-resolution versions of other advertisements are available at Translated Materials – Respect.gov.au
