Campaign: Stop it at the Start

Client: Australian Government - Department of Social Services

Agency: BMF


 

Awards

Winner:
Not-for-Profit

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."
 

Goals

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.
 

Effectiveness

  • 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
     

Credits

External organisations

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

Collaborators

TNS

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
 

What do award judges look for?

Whether it's your first entry or you've done it a hundred times, pick up valuable tips and tricks to improve your chances at a coveted award with IQ's How to Win an Award Course. The next class runs 10 November in Sydney.

See course

Need more info?