CALD communities face unique and complex barriers to preventing and addressing domestic violence, often including cultural norms and settlement challenges. The Department of Social Services partnered with Etcom for their "Stop it at the Start" campaign, aimed at empowering these communities to challenge harmful norms and promote respectful relationships and positive behavioural change.
Etcom implemented a comprehensive, trauma-informed co-design methodology. This involved continuous, deep consultation with a diverse CALD reference group and key stakeholders. Their invaluable insights directly informed every aspect of the campaign: from the adaptation of creative executions and the sourcing of authentic CALD talent to the selection of appropriate media channels and the development of culturally appropriate resources in 22 languages.
We empowered CALD community leaders and key influencers to become agents of change, equipping them to initiate vital conversations about respect with young people. Our extensive engagement activities included strategic media outreach, community leader mobilisation, trauma-informed community outreach, service provider collaboration, community festival activations, and targeted social media engagement. The co-designed stakeholder kit, including brochures, posters, videos, and social media content, reflected this collaborative approach, ensuring the campaign resonated authentically and empowered influencers to promote positive change.
This co-designed campaign approach successfully raised awareness and fostered critical dialogue about domestic violence within CALD communities. By empowering trusted voices and delivering culturally sensitive communications, the campaign effectively disrupted harmful cycles and promoted respectful relationships, demonstrating the profound impact of genuine collaboration in addressing sensitive social issues.