Department of Social Services: Stop it at The Start – Phase 4
Behaviour is observable, complex and determined by a range of factors, from personal experiences, the surrounding environment, fears and individual motivation and capability. Phase Four of the Stop it at the Start campaign aimed to build upon the workdone in Phases one to three to create systemic change by creating an intervention through the understanding of drivers and barriers that will have an impact on changingthis behaviour.
Dentsu Creative Public Relations was responsible for developing an innovative and multi-faced approach to engage target audiences across Australia. The campaign aimed to help break the cycle of violence by encouraging adults to reflect on their attitudes, and have conversations about respect with young people.
To achieve results, the PR approach included; organic social media, media relations, ambassadors management, community engagement, corporate engagement, and innovative solution and social media moderation.
Throughout the campaign, a potential media reach of 6M was achieved and over 9,000 were stakeholders engaged. The Respect Stories Book was also developed following a nation-wide student competition that encouraged students to reflect on what respect means to them.
Key results include:
- 6,304 video views (via organic posts)
- 32 featured pieces of coverage with a potential reach of 6,308,793
- 304 community resource downloads
- 7 ambassadors secured including: Giaan Rooney and Wayne Schwas
- 1,365 competition resource downloads and 5,310 Respect Stories page views