Real Lubly Campaign
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From 1 July 2024, coercive control became a crime in NSW when used in current and former intimate partner relationships. In collaboration with the NSW Department of Communities and Justice (DCJ), we set out to raise awareness about coercive control in a way that truly resonated with young people in First Nations communities.
Coercive control is a form of domestic abuse, but research indicated that young people were less likely to recognise coercive and controlling behaviours as a form of domestic abuse. Our aim through the Real Lubly campaign was to empower individuals to recognise unhealthy behaviours and feel supported in addressing them.
Our approach was straightforward: meet people where they are, using voices they trust. We teamed up with well-known influencers like Tom Forrest (Outback Tom), Connor Watson and Bianca Hunt to spark open discussions about relationships. Together, they created the Real Lubly vodcast, where listeners shared scenarios, and the team discussed potential signs of coercive control within those stories. Through their personal experiences, shared via short, impactful videos, they opened the door for people to talk about what coercive control looks like and how to foster healthy, respectful relationships.
As part of the campaign, we worked with Gamilaroi Ularoi yinarr, Lakkari Pitt from Walgett, NSW, to create artwork that reflected the knowledge passed down through generations by her Elders and significant figures in her life. Lakkari’s artwork featured four symbols:
- Elders and our culture: Representing the beauty of our culture and the knowledge passed down by our Elders.
- Journey lines: Symbolising healthy connections.
- Mutual respect: Depicting two people, highlighting mutual respect in relationships.
- Connections: Illustrating many people, symbolising our kinship systems.
We developed a quiz, inspired by classic magazine quizzes, asking people to identify which behaviours in a relationship are healthy. Another key resource was a Yarning Guide, designed to help friends, family members, teachers, and other support someone who might be experiencing coercive control in their relationship.
Our printed resources were distributed in high-traffic community hubs such as Aboriginal Medical Services and family centres. Each item included a QR code linking to our video content, ensuring the conversation extended beyond physical spaces and into the digital realm.
We focused on making the content engaging and empowering, giving people the tools to identify harmful behaviours without feeling overwhelmed. By collaborating with local partners and trusted voices, we ensured the messaging was both relatable and uplifting.
Our influencer-led videos gained significant traction on social media, with widespread views and shares. The campaign didn’t just raise awareness; it inspired meaningful engagement and action.