Don't Become That Man
A staggering one in six Australian women have suffered physical or sexual violence from a current or former partner, yet services offering a ‘fork in the road’ for men to steer them away from abusive behaviour are virtually non-existent. Don’t Become That Man is changing this dynamic – offering early intervention and prevention programs for men who have concerns about their current controlling behaviour, and how it might escalate to violence.
This innovative service is funded by the South Australian Government and has been pioneered in the state by Community Transitions. Hughes supported Community Transitions in developing a multi-channel awareness campaign for the service spanning earned media, radio, digital and physical advertising, and social media.
In addition to earned media coverage across mainstream titles such as The Advertiser, other key interventions included a state-wide radio and poster campaign and the production of a new promotional video, which anchored social media engagement.
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