Parents will be encouraged to talk about respect with children in the latest series of ads aimed at changing attitudes and reducing violence against women.
The ads form the fourth stage of the Stop it at the Start campaign, which the federal government will spend a further $46 million on for another two stages.
The new ads show the conversations parents, teachers and other important adults have with a girl and a boy throughout their childhood, and how the lessons sink in.
Ava’s mother tells her she’s strong and that disrespect is never her fault. Jack’s father tells him it’s okay to cry and a sports coach teaches him to stand up for others.
“Every little talk you have shapes them. Bring up respect,” the ad says.
Minister for Women’s Safety Anne Ruston said while long-term shifts of attitudes took time, prevention initiatives were creating change in the community.
Anne Ruston says Australians are more likely to understand the role they can play in breaking the cycle of disrespect and violence against women.Credit:Alex Ellinghausen
“We have seen a significant shift in perceptions with Australians now more likely to understand the role they can play in breaking the cycle of disrespect, and ultimately violence against women,” she said.
Research had found people who had seen the previous phases, which encouraged adults to speak out if they saw sexist or disrespectful behaviour, were more likely to act.
“Now that Australians understand this issue better and are primed to take action, our focus must now shift to having proactive and preventative conversations with young people – before an issue arises,” Senator Ruston said.
“Every little talk we have with young people around respectful relationships is an opportunity to instil the positive attitudes that will see them lead happy, healthy lives as adults.”
The $19 million campaign will include television, social media and outdoor posters such as on bus shelters.
Australia’s National Research Organisation for Women’s Safety has previously found a disturbing number of young men – up to 30 per cent in some cases – didn’t understand that controlling behaviours in a relationship were not acceptable, and younger people were less likely to act to stop sexism or abuse than older Australians.
The organisation is now doing an updated study of young people’s attitudes towards violence against women and respectful relationships to see what has shifted over the past four years.
The newly allocated $46 million, to be announced on Friday, will fund two further rounds of ads. These will likely focus on new and emerging problems such as technology-facilitated abuse.
This is in addition to funding, announced earlier in March as part of a $189 million package, for campaigns aimed at discussing consent with young people and focusing on the confronting attitudes and expectations of some men that can condone or excuse violence.
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