As the world’s best female footballers take centre stage for the FIFA Women’s World Cup, a new government communication campaign is educating fans on the insidious ways that controlling and abusive behaviour by men can impact women off the field.
The campaign will be complemented by educational workshops for sports clubs as part of a larger push to raise awareness about coercive control, ahead of moves to criminalise this form of abuse in South Australia.
The $200,000 ad campaign has been timed to coincide with the FIFA Women’s World Cup 2023.
The campaign targets 15- to 24-year-olds, with videos, audio and static creative featuring both male and female perspectives on the ‘red flags’ to look out for as signs of an abusive relationship.
Ads are being shown on sports-related digital and on demand channels, gaming, radio, outdoors – including bus stops – and on social media, with geo-targeting around Hindmarsh Stadium and FIFA Fan Festival sites.
By leveraging football’s strong following across diverse communities, the campaign is also designed to reach young people across South Australian communities.
The ads are building on the momentum of South Australia’s first ever campaign to raise awareness of coercive control, which was launched in March 2023 and urged the community to ‘see the signs’.
Coercive control is a pattern of insidious domestic violence that can involve many different forms of abuse, including psychological, financial and technological abuse. It happens in intimate relationships and may present as:
*isolating from friends and family
*controlling and monitoring where or how someone goes out, dresses or works
*controlling finances and use of technology
*gaslighting
*making someone feel like they are being watched or will be punished for making choices independently.
Coercive control can have a devastating and long-lasting impact and is often a precursor to other physical forms of domestic violence, including murder.
Visit seethesigns.sa.gov.au for more information and to seek help on coercive control.
As put by Katrine Hildyard
It is incredibly exciting to see the best athletes in the world take centre stage and showcase their outstanding skills, strength and passion as Adelaide hosts the FIFA Women’s World Cup.
Seeing these women celebrated for being strong and physical is powerful; it changes the way women and roles they can play are seen which gives us an opportunity to leverage this moment for lasting change. The legacy of this historic event must be greater respect for women and girls across all areas of our community.
This important coercive control campaign will leverage huge public interest and attention on the FIFA Women’s World Cup to drive home an important message about how to recognise the signs of coercive control and how to take action when you see them.
South Australia is on track to criminalise coercive control. Alongside legislation, it is crucial that everyone knows how to identify and play their part in preventing it.
In 99% of domestic violence homicides, the relationship that preceded that horrific event featured a coercive control element. We are committed to doing all that we can to help prevent and eradicate domestic violence. Our work to raise awareness about coercive control is a crucial part of that effort.
South Australian Domestic Violence Crisis Line: 1800 800 098 (24 hours)
Men’s referral service (No To Violence): 1300 766 491
1800 RESPECT: 1800 737 732 (24 hours)
