New Victorian government ads against domestic violence.

New Victorian government ads against domestic violence.

Late last year Daniel Andrews launched the latest ads created by the Victorian government as part of the response to the findings of the Victorian Royal Commission into Family Violence. 71 women were killed in Australia in 2016 as a result of family violence. MCWH’s ongoing educational, research and advocacy work in the field of family violence recognises that gender inequality is a key driver of gender-based violence. As such, it’s essential we focus on preventing violence against women, whether or not children are involved . We also need to shift the focus from women being passive “victims” to women being educated and empowered to notice the early signs of violence and be able to seek and source the services and support they need.




13 comments on “New Victorian government ads against domestic violence.

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  1. Hello. I appreciate all that you do, and I realise that violence against women is far more prominent than violence against men (at least more prominent). But I firmly believe that you need at least one ad in your campaign for situations where men are the victims.
    I come from a family where the woman was the abuser of the relationship. She would viscously attack my father and he took it for 10 years. Why?For my younger sister. She is my half sister. My father didn’t leave my step mother because he feared that he would never see my sister again. My step mother used my sister as a weapon against him, threating that he would never see her again if he left. That she would fill her head with lies about him and she does that now (my Dad left her last year). I haven’t seen my sister (who is 10) for 5 months because my dad is stuck in a custody battle. It isn’t fair. My father’s ex is mentally unwell and not fit to raise my sister, yet she ultimately gets initial custody over my dad for the simple reason that she is a woman! That is the reason why my Dad stuck around so long, he hoped that by 10 my sister wouldn’t be so easily brainwashed. The thing is, my father didn’t even realise it was family violence for those first 5 years or so. He thought he could change her, make her something better. Instead she alienated him from his family for those long 10 years and he obeyed everything she said, or else. Hell, my brother and I even had to go and live with my Nan before ultimately living with my birth mother because of how she would treat us (she never hit us herself, but she made my dad give my brother the belt for basically no reason). If he had seen one of your ads where a male was a victim, perhaps he could have woken up to her abuse sooner, instead of thinking it was normal. I don’t want any other family to go through what mine has, and I believe and ad for men would help those who ate being abused speak out; especially in Australia where men are always expected to act tough. It might also help friends of such families to realise the warning signs, as many probably wouldn’t notice if a man was being abused unless he spoke of it, which is unlikey. That being said, women should definitely be your primary focus, I just think that men need a shout-out too.

    1. Hi I.Raye, we really apologise for the late reply but we didn’t receive this message until now. Sounds like you’ve been through a terrible experience and we really hope that you’ve got support to help you through. If not, you can always call the 1800 RESPECT number day or night. We completely agree, violence against men and boys needs to be acknowledged and we always advocate for stopping family violence for everyone, even though our organisation focuses on women. Thank you for your comment and for sharing your story.

  2. I applaud the Andrews government for taking an initiative in this but I am a little upset that the perpetrators of violence in these videos is all ways a white male, I would like to see the real percentage of nationalities the are reported causing family violence. Especially when ther is such a uproar over bill shorten’s ( I know different party/ state v federal) add saying he want to employ Australians and not having enough ethnic diversity

  3. Children living in domestic violence will see these ads. What do they do when imprisioned in their environment and lack of being able to reach out.
    I honour and applaud the campaign but fear that fear will increase for our defenceless youngsters.

  4. I would like to raise an objection to the current adverts airing in order to combat domestic violence. Most women I have spoken to find the advert where the child is encouraged to kick the ball at his mother’s head to be embarrassing and ill conceived. We have a suggestion as to what would have been a better outcome after the incident. The woman should not appear as a passive victim (it is that sort of behaviour that can attract bullies!) she should have quietly stood up, retrieved the ball, packed up the picnic and headed for the car telling her son that that behaviour is not acceptable. She displays her fear of her partner by not being assertive. Women can’t always run to experts to deal with domestic violence, they need to learn the tools to deal with situations themselves as do children especially girls and young women.

    1. Thank you for your comment Faith. We apologise for our late reply, we have only just received your comment. We agree that positive representations of women demonstrating leadership are certainly needed in mainstream media. We also recognise that family violence is a complex issue, and focusing only on what women should do doesn’t take into account the scope of the problem. We agree that providing tools to help women deal with situations themselves is crucial, but victim blaming is never the solution.

  5. Many men are only violent towards women because of the verbal violence they get from the woman. Women abuse men until they reach breaking point, then wonder why they react. Neither side is at fault more than the other.

  6. Why does the mother depicted in the football kicking ad, when the boy says dad was good today & the mother should have said no he was not, as kicking a football into a persons head is definitely not OK this gives the wrong message to the child.

  7. Do you realise that you are quite possibly promoting domestic violence with your latest advertisements? The ads are on at times where many small children are watching. I have a wonderful husband who is idealised by my son. My son would not understand that the Dad in the ad. could be doing anything bad against the mother. Your advertisement does not specifically say that it is bad to kick a ball into the mothers head. In fact children watching will see is that the boy is being congratulated by his father. Small children watching will not understand or pick up that this is not the right thing to do. My son would never have thought to kick a football into someone’s head on purpose – except that the advertisement has now taught him to do that.

    Unfortunately you are probably creating a generation of children who will abuse their wives/husbands. Your ad misses the point totally. Adults will get it – children will not.

  8. Hi,
    I really appreciate what you are trying to achieve here. It is an important message however it has had the exact opposite affect to my family. It actually promoted violence towards females for my young son.
    My husband and two children were eating dinner in a caravan park camp kitchen while the television there was showing the news. It would have been about 6.30pm when the advert aired. An acceptable time for children to be watching or near television.
    My son, who is 4yo, who obviously cannot read saw this ad and lead him to believe that it is ok to kick balls at females. After he saw the ad he said “I’ll kick a ball at Phoebe’s head.” (Phoebe is his 6yo sister.)
    My son, like most children watching, could not read the final message and only took in what was portrayed in the visual images.
    We had to discuss this with our children afterwards. Maybe this was your desire? To get the dialogue happening? However this will probably not happen for most families.
    Children watching an ad like this will think that what happened is ok because nobody said anything otherwise.
    I believe these kind of shocking advertisements do the exact opposite of their intent. Children seeing these images do not understand that it is ironic or shocking. They see it as role modelling because it is on television.
    Will you be able to address this issue? Or remove the adverts from prime-time? Or change the ending to show what the adults should do in these situations?
    Kind regards, Melissa Murphy.

  9. Everytime the advertisement is aired where the child is encouraged to kick the ball at his mother’s head to be embarrassing and ill conceived but more, it is showing children how to be violent ….and I can’t stop crying…
    Yes, I have experience this, and find the advertisement to be an utterly appalling representation of domestic violence.

  10. Hi im a father of two beatiful children im still quite disgusted that there still isnt a abuse against dads add for television i went through a lot of abuse when i was with the mother of my children and i didnt know what to when i was her because all i felt it was embarrassing to come out because there isnt enough advice for men who are abused by their partner we need to update our systems because im still going though this abuse because the mother of my kids is using them against me which causes me a lot of stress and them alot of stress