Engaging Local Communities in Domestic Violence Prevention.
Strategy | Visual Communication | Social Impact | Culture Change | Co-Design
“Instead of asking ‘Why didn’t she leave?’, we should be asking ‘Why did he do it?’”
— Jess Hill, See What You Made Me Do
We took a deep look at previous Domestic & Family Violence communications & engagement strategies, and worked with local community stakeholders to explore and co-design new ways to open up conversations on this difficult topic.
How can we positively support ‘at-risk’ men to change before perpetrating violence?
The ‘Now That’s Strength’ campaign is aimed at positively challenging stereotypes about strength and masculinity - for men, their relationships, and in the broader community. It aims to demonstrate the type of roles men could step into, not just focusing on the undesirable.
The campaign was built around a larger strategy based on repeated exposure to messaging and conversations, multiple pathways of engagement, and targeted to a range of demographics within the community.
This project exists within a growing body of design research projects aimed at the reduction and prevention of Domestic Violence within our communities, as part of a partnership with NSW Department of Communities and Justice.