NSW Department of Communities & Justice campaign to reduce domestic and family violence against women.

Etcom was tasked with developing the CALD creative for the NSW Government’s Domestic Violence campaign. Etcom developed the creative and culturally tested it with key community leaders and influencers with experience working first-hand with the target audience. The “Speak Out” campaign aimed to educate victim-survivors and empower them to speak out by letting them know that there is help available from the NSW Government Domestic Violence Line, including in-language support. Inspired by the CALD creative, Etcom further developed a mainstream campaign to run out of home which coincided with the COVID-19 pandemic, in which there was an increased risk of domestic violence. The campaign played a crucial role in raising public awareness of domestic violence and the support available.

Campaign Details

Client NSW Government Department of Communities and Justice
Media Social, radio, OOH and convenience advertising
Communities/Languages Arabic, Chinese, Hindi and Punjabi and English for mainstream