Media Release by The Hon Tanya Pibersek MP

Lead Agency Announced For Respectful Relationships Campaign

The Rudd Government today announced that advertising agency J Walter Thompson would be the lead agency in the Rudd Government’s $17 million respectful relationships social marketing campaign.

J Walter Thompson will design an innovative media approach that promotes positive relationship messages to young people.

This will be a strategic campaign based on a considerable amount of research including the National Survey on Community Attitudes to Violence Against Women 2009, conducted by Vic Health.

J Walter Thompson has extensive experience in new media and has already begun working with young people to develop the campaign.

The respectful relationships social marketing initiative builds on the Rudd Government’s $9.1 million Respectful Relationships Program, which funds community projects to work with young people about ethical behaviours and how to engage in relationships based on mutual respect.

Minister for the Status of Women, Tanya Plibersek said the social marketing initiative would extend the Government’s positive relationship message to a wider audience.

“Nearly one in three Australian women experience physical violence in their lifetime,” Ms Plibersek said.

“To prevent violence against women in the future, we need to change attitudes and behaviour, and one of the best ways to achieve that is to educate our young people.

“This initiative will reach young people in the media spaces they inhabit. A significant focus will be given to an online component, which will include social media, as well as traditional mediums such as print and radio.

“We want to convey the message to young people that all forms of violence are unacceptable, including bullying, cyber bullying, harassment, stalking, sexual abuse, and domestic violence.

“We also want to teach young people the importance of communication, trust, and consideration for others in building respectful relationships.”

The Australian Government is investing $42 million on projects to reduce violence against women, following key recommendations from the Time for Action report.

Time for Action gave Governments and community alike a clear direction to help Australian women live free of violence.

Time for Action was referred to the Council of Australian Governments and is being developed into a National Plan to reduce violence against women and their children.

The National Plan will coordinate a national violence prevention agenda across all States and Territories, and across the public and private sectors.