Stop it at the Start campaign
Stop it at the Start’ was a three-year initiative of the Council of Australian Governments’ initiative that focuses on stopping violence against women where it begins.
33 Creative was contracted 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 produced a range of relevant and culturally appropriate materials and resources, including ambassador stories, visual storybooks, posters, social media graphics, case studies, fact sheets and pamphlets, conversation guide, excuse interpreter and a respect checklist
We also developed and implemented a comprehensive communication strategy to promote the resources available for the Stop it at the Start campaign. This included premium media coverage across Indigenous and specialised media, a social media strategy across all digital platforms and an influencer marketing campaign. We also achieved a highly successful stakeholder campaign engaging and connecting with community groups and government agencies in remote, regional, suburban and metro locations.
Our successful media strategy earned media placement for campaign content and messaging in major Indigenous print and online news outlets and major Indigenous syndicated radio stations across the state.
33 Creative created 15 organic posts to share the campaign, received a total reach of 198,957 according to the Meltwater social media analytics software.