We were tasked with developing the CALD creative for the NSW Government’s Domestic Violence campaign, aimed at domestic violence victim-survivors of all backgrounds.
We developed the creative and culturally tested it with key community leaders and influencers, who had experience working first-hand with the target audience.
What resulted was the “Speak Out” campaign, aimed to educate victim-survivors and empower them to speak out by letting them know there’s help available from the NSW Government Domestic Violence Line, including in-language support.
Our campaign played a crucial role in raising public awareness of domestic violence, and the support that’s available. We reached people in Arabic, Chinese, Hindi, Punjabi and English.
The CALD campaign inspired us to develop a further, more mainstream campaign, to run during the COVID-19 pandemic, in which there was an increased risk of domestic violence.