Family Violence Prevention campaign

by The Shannon Company



A behaviour change campaign to aid the prevention of family violence.

Project implemented: December 2016

Project goal

To broaden understanding of what family violence is/impacts and services for victims, survivors and potential perpetrators.

delivering on

why is this project important?

This project helps reduce the risk factors of family violence at the individual, community and societal level.

Key steps to make it happen

1Expert workshops

Workshops to harness the expert knowledge of relevant organisations to help inform strategy.

2Strategy development

Development of behaviour change approach and creative ideas.


Qualitative research to understand the issues, attitudes, values and advertising direction.

4Engaging stakeholders

Research findings and approach reviewed and agreed with stakeholders.

5Public awareness

Television, digital/social, radio, outdoor and print are the primary mediums.


An ongoing evaluation program is in place.

impact to date

Will speak up if family violence is happening.

Redefinition of what constitutes family violence.

,Discussion with family and friends.,Decrease in thinking verbal abuse is less harmful.

Family violence is a complex societal issue with many contributing risk factors at the individual, community and societal level. It is not just strong physical violence, it comes in many forms. It can also be things like trying to control a person’s finances/personal life, putting them down all the time and bullying.

One of the key recommendations of a Victorian Royal Commission into Family Violence was the introduction of a behaviour change program.   In partnership with a number of government stakeholders, The Shannon Company has created the first stage of what will be a three-year programme.

Our approach addressed the monster in the room – the disrespect of women, and then the impact this disrespect is having on our children, and their futures.

Our work implored that without men learning about and taking responsibility for the damage they’re doing to the children who are witnessing the way they treat women, we will get nowhere. The work strongly frames violence against women as being the responsibility of men and the way they choose to father.

collaborating organisations

related projects

Cooling the planet to feed the World by PundaZoie Company Pty. Ltd.
Adult literacy schools in PNG by Anglican Board of Mission
Financial Inclusion Action Plan by Good Shepherd Microfinance
It’s Our Place – Bellambi by Australian Social Investment Trust
Achieving gender balance in water utilities by Water Services Association of Australia (WSAA)
Anti-Racism: It Stops with me campaign by Australian Human Rights Commission
Green Star by Green Building Council of Australia
Willing to Work by Australian Human rights Commission
creating the capacity for people to invest space with meanin... by Place Agency at the University of Melbourne
Applying SDGs – Determining Socio-Economic Indicators ... by Office of the Commissioner for Environmental Sustainability, Victoria
Wanzauni Livelihoods Improvement Project by Anglican Board of Mission
Strong Women. Strong Business by Indigenous Business Australia
E.S. P. Wool production by Kia Ora Merino
ChildFund Pass It Back by ChildFund Australia
Global goals for local communities by Water Services Association of Australia (WSAA)
We’re all in this Together by Healthy Cities Illawarra (HCI) and University of Wollongong (UOW)
Strengthening the Effectiveness and Extent of Medical Physic... by Australian Nuclear Science and Technology Organisation (ANSTO)
Business & Sustainability Forum Series by United Nations Association of Australia (WA)
Barangaroo South by Lendlease
Feeding the Performance of Regional Communities by International Convention Centre Sydney
Spatial data infrastructure to help monitor and evaluate Aus... by AURIN – Australian Urban Research Infrastructure Network
Vision Initiative by Vision 2020 Australia
Economic independence on traditional land by Indigenous Business Australia
Thriving Communities Partnership by Thriving Communities Partnership
Promoting the Advancement of Women Everywhere by Konica Minolta Business Solutions Australia Pty Ltd
SDG National Forum by Fatouma TOURE
Kwale Cotton Project by Business for Development
ICT for Social Impact Project in India by Swinburne Business School
Women in MBA (WiMBA) by Sydney Business School, University of Wollongong
Sustainable Fashion by Restyle Closet
Day At The Zoo by City West Water
Northconnex by Transurban
Green Star – Communities by Green Building Council of Australia
Economic empowerment for women in Tanzania by Australian Volunteers program
SDG Toolkit for Systems Thinking and Collaborative Approache... by Australian Council for International Development
Fair food farm by Green Connect
Addressing the social determinants of injury by The George Institute for Global Health
The Individual Deprivation Measure Global Program by Individual Deprivation Measure
The Victorian Salt Reduction Partnership by The George Institute for Global Health
International Legal Training Program by McCabe Centre for Law and Cancer
#SeaToSource by Conservation Volunteers Australia
Fighting hunger in australia by Foodbank Australia
Transforming Australia: SDG Progress Report by National Sustainable Development Council
Delivering sustainable development through infrastructure by Infrastructure Sustainability Council of Australia (ISCA)
Pathways to Politics Program for Women by University of Melbourne
My Blue Sky by Anti-Slavery Australia
ANZ SDG Bond by Australia New Zealand Banking Group Ltd (ANZ)
Applying SDGs – Determining Socio-Economic Indicators ... by Office of the Commissioner for Environmental Sustainability, Victoria

Does your organisation have a project to include?