Campaign: Stop it at the Start

Client: Australian Government - Department of Social Services

Agency: BMF




Highly Commended:
PR Campaign

Judges' Comments

"It shifts behavioural change."

"It can impact changes in behaviour immediately."

"The quality of the execution and the copywriting was very authentic, therefore believable and engaging."


To reduce the prevalence of violence against women in future generations by getting influencers of 10-17 year olds – their parents, other family members, teachers, coaches, managers and community leaders – to recognise the problem, stop the excuses and start a conversation with young people about respect.

Creative Solution

"Stop it at the Start" is a rally-cry to Australians to play a role in ensuring boys and girls know what disrespect really is and how it starts, and that they grow up in a culture that promotes respect. The integrated campaign plays on common phrases that adults say, often without realising, to help them reflect on their own attitudes.


  • Generating more than 197 earned media pieces across TV, digital, radio and newspapers - sparking conversations involving thousands of Australians, as well as those overseas
  • More than 16.3 million views after just two weeks (6.5 million views before it even aired on TV)
  • More than 33 million views to date
  • More than 473,000 ractions, comments and shares on social media
  • Early tracking shows that many people who have seen the campaign have also taken action by talking to family or friends, or discussing it on social media


External organisations

Finch  |  Production Company
ALT FX  |  Post Production
Sonar  |  Sound Production
Chee Productions  |  Photography Production House



Agency team

Cam Blackley
Tim Bishop
Bettina Clark
Tom Johnson
Christina Aventi
Hugh Munro
Kura Tyerman
Kyle Abshoff
Siena Shuttler
Mel Herbert
Derin Seale
Karen Bryson
Drew Thompson
Matt Toll
Clare Yardley
Basir Salleh
Karen Liddle
Toby Dixon
Tamiko Wafer

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