QR codes are giving a renewed and powerful domestic violence advertising campaign a fresh take to ensure the insidious issue stays at the forefront of the public's mind and direct to people to support if they need it, rolling out across Adelaide and the regions from today.
The Marshall Liberal Government's $185,000 Break the Cycle campaign will run for three months on television, radio, digital and social media platforms including Facebook, Instagram and Snapchat – with the key addition of advertising on bus shelters and toilet doors.
For the first-time, QR codes will be on print advertising, allowing South Australians quick and direct access to support networks if needed.
It comes on the back of the first Break the Cycle campaign launched in June 2020 to help keep women safe and supported during the height of the COVID-19 pandemic.
So far, the campaign has delivered more than 2.9 million impressions through digital channels, while a follow-up campaign on dating app Tinder saw ads about sexual violence viewed more than 1.7 million times.
The new Break the Cycle website launched last June as a one-stop-shop for all domestic violence information in SA has receive more than 64,000 page views in that time.
Minister for Human Services Michelle Lensink said the campaign takes advantage of South Australians' newly acquired familiarity with QR codes, making it easier than ever to find the right information online.
"With powerful imagery of broken glass used to eye-catching effect on bus shelters, this campaign will shatter the perception that domestic violence is a private matter and promote public awareness of vital support services," said Minister Lensink.
"We want victims to know that the abuse they're facing is not okay, it is not excusable or unavoidable, and there is help available.
"It's equally important that perpetrators are challenged to face up to their abuse and supported with professional help to turn their behaviour around.
"That's why this campaign promotes two vital hotlines – the Men's Referral Service and the Domestic Violence Crisis Line – as well as the Break the Cycle website.
"Knowledge is power and this campaign will help empower South Australians to break the cycle of domestic violence."
Assistant Minister for Domestic and Family Violence Prevention Carolyn Power said this latest campaign, which is funded through the Federal Government's National Partnership on COVID-19 Domestic and Family Violence response, ensures addressing domestic and family violence remains in the forefront of our minds.
"This campaign builds on the success of previous communications activities to raise awareness of the signs of domestic, family and sexual violence and where to seek help," Minister Power said.
"The new campaign aims to be more accessible to more people - through advertisements on bus shelters and toilet doors, with support materials on Break the Cycle website translated into 25 languages.
"As borders close and other states and territories go into lockdown, we must remember that home is not a safe place for everyone and continue to prioritise the needs of those experiencing domestic violence.
"If you recognise yourself in this campaign, please reach out for help now."
