The Federal Government’s ‘Stop It At The Start’ Campaign was created with the purpose of breaking the cycle of violence against women by encouraging adults to reflect on their attitudes about respect, and understand how their actions contribute to the cycle of violence.
Targeting ‘influencer’ groups of adults who influence children aged 10-17, as well as culturally and linguistically diverse (CALD) adults who speak a language other than English at home, this Out of Home campaign sought to provide a solution – helping people understand that even the smallest moments can have a big impact, while encouraging adults to have conversations about respect with young people.
In partnership with UM and the Australian Government, oOh! developed an innovative campaign solution to drive impact, empowering adults to spark dialogue on this important social issue.
The award-winning solution across contextual environments included:
• Data-led campaign planning using oOh! Smart Reach tool
• Retail lenticulars to directly contrast the harm of turning a blind eye
• Street Furniture Shelter Wraps that included QR codes near schools, sporting fields and parks.
• Cutdown TVC creatives displayed across Office to empower conversations after work
• Location and time-targeted placements
“oOh!media’s innovative approach strengthened the Stop it at the Start campaign in a way that resonated strongly with the target audience, as evidenced by the high performance of this channel.”
Department of Social Security
Key Insights:
Additionally, it was found that amongst those who recalled the campaign, compared to people aged 182 there was significant uplift in:
• Encouragement to talk to youth about respectful relationships and positive attitudes about gender equality (63%)
• Encouragement to ‘unmute’ oneself and call out disrespectful behaviour when witnessed (49%)
• Awareness of the role in influencing children, and how one’s own behaviour affects them (46%)
“The oOh!media solution allowed the OOH campaign to achieve incredible innovation at scale, enabling more meaningful connections with parents across Australia. This campaign represents best-in-class planning and collaboration between all stakeholders involved to bring to life a solution-driven by scale and smarts, which has proven to be effective in prompting conversations about respect.”
Alice Davidson, Integrated Planning Director – UM
- oOh! Road, Street, Retail, Office- Federal Government Research| Timing: 28th April – 14th May 2021| Research Panel: Dynata| All Respondents total n=905, Other language n= 110, Influencers n=383, Recalled oOh! campaign n=170.
- oOh! Smart Reach, Australians 16+. Influencers defined as Older Families Q Segment
