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Where am I now? Lawlink > Violence Against Women Specialist Unit > Projects and Information > 'Its Against All the Rules' Statewide Campaign
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'Its Against All the Rules' Statewide Campaign
About the Campaign
In 2001 the Violence Against Women Specialist Unit developed and implemented a state-wide public education campaign to reduce and prevent violence against women titled Violence Against Women – It’s Against All the Rules.
The campaign aimed to influence the attitudes of men aged 21-29 years using ‘sport’ as a promotional vehicle. It sought to build upon positive changes in community attitudes, values, awareness and behaviour and to enhance the community’s capacity to challenge and address the issue of violence against women.
Ashley Gordon (left) and Butch Hayes (right) - two of the sportsmen featured on posters
Men say campaign message is: ‘Violence against women is not on’
The evaluation of the NSW state-wide campaign Violence Against Women: It’s Against All the Rules indicate the campaign has achieved some positive results.
Eighty three percent (83%) of the respondents to the campaign evaluation reported that the message of the campaign was that violence against women is ‘not on’ and 59% of respondents could recall the campaign slogan.
The challenge is still to get men to talk in depth about violence against women.
Many respondents (68%) said that men are open to messages about violence against women and that the campaign message was regarded as an effective reminder about the issue. However, 91% of the target group (21–29 year olds) reported the issue was not one they would talk about with their peers, irrespective of the campaign.
Focus group respondents generally agreed that they would challenge a friend about his behaviour directly if they thought it constituted violence, but the issue of violence against women would not be broached in general conversation and certainly not in a ‘touchy feely’ way.
Download the full campaign evaluation report (Word 609 Kb)
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