Case Study The National Plan to Reduce Violence against Women and their Children

The National Plan to Reduce Violence against Women and their Children
The Line campaign uses digital and social media to promote respectful relationships among young people aged 12 to 20 years

FaHCSIA funds projects under the National Plan to Reduce Violence against Women and their Children 2010–2020. The plan is a COAG initiative and demonstrates the commitment by all Australian governments to reduce violence in our community.

One in three Australian women has experienced physical violence since the age of 15 and also one in five has experienced sexual violence. A study commissioned by the Australian Government in 2009 shows the enormous economic cost of violence—domestic violence and sexual assault perpetrated against women costs the nation
$13.6 billion each year.

The Plan incorporates various initiatives including The Line, a four-year social marketing campaign targeting youth aged 12 to 20. The campaign uses media and language young people relate to. Its short-term objectives include increasing young people’s knowledge about what makes a respectful relationship as well as discussing forms of intimate partner violence and the effects of violence on relationships. It also is designed to increase positive behaviours in relationships.

To date, The Line website has attracted over 501,500 unique visits and its Facebook page has over 65,500 fans. There has been a huge demand for Serpent Tales, a set of printed resource kits distributed to schools and groups within Indigenous communities.

The campaign has had a positive impact on those it has reached. FaHCSIA surveyed participants, and found that many reported the campaign had reduced or stopped their ’crossing The Line’ behaviour. Three-quarters of respondents reported they had done something positive as a result of the campaign.

The campaign’s effectiveness continues to be evaluated through website monitoring and six-monthly tracking research.