- Cook Government's coercive control campaigns deliver family and domestic violence message more than 35 million times
- Third phase in market as campaigns build on strong community response
- Additional online resources about coercive control now available for culturally and linguistically diverse and Aboriginal communities
The Cook Government's coercive control campaigns are having a significant impact across Western Australia, raising awareness and challenging harmful attitudes and myths surrounding this form of family and domestic violence.
Launched more than 12 months ago, the Coercion Hurts campaign has helped increase public understanding of coercive control. Its message, It doesn't have to be physical, coercive control is family and domestic violence, has been delivered more than 27.3 million times across catch-up TV, digital audio, online video, content partnerships, social media, and search platforms, demonstrating strong visibility and reach throughout the WA community.
The latest phase of the campaign shines a light on new examples of coercive control, like financial restriction and eroding self-esteem, alongside tactics such as tracking, gaslighting and intimidation.
The A Story That's Not Ours campaign, tailored for Aboriginal audiences, has delivered its key message - coercive control is family violence and not part of our culture - more than 8 million times.
It features across radio, regional television, online video, social media and out-of-home digital screens at Aboriginal health clinics across the State.
Newly developed online content aimed at expanding its reach within Western Australia has also been made available. This includes the release of a video in Nyangumarta, the fifth Aboriginal language featured in the campaign, to further broaden engagement.
The online family and domestic violence hub now includes additional culturally inclusive resources to support Aboriginal communities across Western Australia. It features content that reflects culturally respectful approaches to accessing information and support, including resources in Aboriginal languages that prioritise cultural safety for Aboriginal people.
As part of the latest campaign phase, the online hub now includes a new suite of animated videos in 10 languages - Arabic, Cantonese, Hazaragi, Italian, Karen, Korean, Mandarin, Punjabi, Thai and Vietnamese - developed to help people recognise coercive control and understand how to seek help. These new resources build on campaign materials already available in 32 languages, expanding the reach and accessibility of vital information for culturally and linguistically diverse community members.
The WA Government remains committed to leading efforts that prevent family and domestic violence and ensuring all communities across the State have access to culturally appropriate resources that promote understanding, safety and support.
To learn more about the campaigns and coercive control, visit www.wa.gov.au/coercivecontrol and www.wa.gov.au/familyviolence
As stated by Premier Roger Cook:
"The WA Government's family and domestic violence campaigns remain a vital tool in educating the community about coercive control and the impact on victim-survivors.
"Every phase of this campaign brings us closer to a community that not only understands coercive control but stands against it.
"Ending family and domestic violence is whole-of-community effort, and these education campaigns are one of many initiatives the WA Government has invested to help achieve that goal.
"My government is committed to building safe and inclusive communities so that all Western Australians feel secure at home, at work and in the community."
As stated by Prevention of Family and Domestic Violence Minister Jessica Stojkovski:
"Coercive control is a serious form of abuse that can be difficult to recognise because it doesn't leave physical scars. This campaign continues to shine a light on coercive behaviours and empowers people to speak up, support others, and seek help.
"This phase is deepening public understanding of coercive control and expanding our reach by providing new supporting resources in multicultural and Aboriginal languages.
"By making this vital information accessible to more Western Australians, we're helping communities recognise coercive control is a form of family and domestic violence."
