The Coalition government has launched a very confronting new ad campaign targeting Domestic Violence.
The ad is designed to get parents, teachers and coaches to clamp down on disrespectful and aggressive behaviour by boys and young men.
The campaign begins Sunday and features a one-minute TV ad in which people dismiss or encourage gender stereotypes and violence against women and girls.
The ad is broken up into different scenarios.
Firstly, a young boy slams a door on a young girl, causing her to fall over. Her mother then explains “He just did it because he likes you.”
In the second scenario a dad at a picnic yells to his son playing nearby: “Don’t throw like a girl, mate.”
The campaign will include TV, print, radio and digital advertising.
It comes as new Sex Discrimination Commissioner Kate Jenkins told the National Press Club she would make domestic violence one of her priorities as she begins her five-year term.
If you or someone you know is impacted by sexual assault or domestic or family violence, call 1800RESPECT on 1800 737 732. In an emergency, call 000.