Category: Community consultation

Stop it at the Start is a long term behaviour change campaign, a national initiative of the Council of Australian Governments to stop violence against women where it begins.

33 Creative was engaged across all three campaign phases to deliver the Aboriginal and Torres Strait Islander component of the ‘Stop it at Start’ campaign to reduce domestic and family violence and sexual assault.

Based on in-depth research that found adults often dismiss or ignore disrespectful attitudes and behaviours towards women and girls without realising it, the campaign aims to bring together families and communities to positively influence young people’s attitudes towards respectful relationships and gender equality.

We took a strengths-based approach to empower influencers of young people to role model positive relationships and take an active role in talking about respect and calling out disrespectful behaviours when they occur.

The creative approach utilised a series of community-based campaign supporters who shared their unique experiences as part of the campaign, to motivate others.

We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including supporter stories, visual storybooks, posters, social media graphics, fact sheets and pamphlets, conversation guides, an excuse interpreter and a respect checklist.

We worked with community controlled and other organisations nationally to distribute the resources on the ground, generating grassroots engagement and action.

We are proud of the campaign and would especially like to thank our campaign supporters who shared their stories to drive positive change.

Evaluation of the third phase of the campaign indicated recognition was strong among Indigenous respondents with 76% reporting they saw at least one element. This result was higher than campaign recognition with mainstream audiences. Indigenous influencers were also more likely to take action as a result of the campaign, most commonly reporting trying to be more respectful of others and considering their responses to a young person behaving disrespectfully.

Help spread this important message. Share the campaign materials.

‘Your Health is in Your Hands’ is a national project to raise awareness and boost the rates of MBS 715 Aboriginal and Torres Strait Islander Health checks among the patient and health practitioner communities. The project is aimed at increasing awareness and understanding of the benefit of health checks to lead to behaviour change, and overall, better health outcomes for our community.

We created a positive, empowering campaign approach that engages patients about the personal health benefits, while ensuring health practitioners are informed about the importance of culturally safe care. This was informed by research and concept testing with key target audiences.

‘Your Health is in Your Hands’ materials are highly visual and engaging, utilising Luke Penrith’s artwork, ‘Let’s Walk and Talk Out Bush’ telling the cultural importance of good health and wellbeing.

Our work on the campaign included the production of patient and health professional brochures, a community poster, a patient journey graphic for health workers, an animation informing people about the health check,  a two part podcast featuring Dr Ngaire Brown and video case study stories and social media assets.

Real stories were featured in video case studies highlighting the success and dedication of Aboriginal health services in delivering the 715 health check, reducing barriers to getting or undertaking a health check, by sharing real experiences.  

For implementation, we developed a stakeholder distribution strategy with targeted engagement and follow up with remote, regional and urban health providers and communities. Focused engagement on social media and through digital editorial is also used to continue momentum throughout the strategy implementation, including generating user contribution and content to engage target groups. 

We thank the communities and stakeholders that collaborated with us to refine these materials; Aboriginal and Torres Strait Islander and non-Indigenous health practitioners, including Royal College of General Practitioners and National Aboriginal Community Controlled Health Organisation.

Help spread the word about the importance of a 715 health check.

Share the resources in your community.