New Victorian government ads against domestic violence.

Late last year Daniel Andrews launched the latest ads created by the Victorian government as part of the response to the findings of the Victorian Royal Commission into Family Violence. 71 women were killed in Australia in 2016 as a result of family violence. MCWH’s ongoing educational, research and advocacy work in the field of family violence recognises that gender inequality is a key driver of gender-based violence. As such, it’s essential we focus on preventing violence against women, whether or not children are involved . We also need to shift the focus from women being passive “victims” to women being educated and empowered to notice the early signs of violence and be able to seek and source the services and support they need.





  1. I.Rayes says

    Hello. I appreciate all that you do, and I realise that violence against women is far more prominent than violence against men (at least more prominent). But I firmly believe that you need at least one ad in your campaign for situations where men are the victims.
    I come from a family where the woman was the abuser of the relationship. She would viscously attack my father and he took it for 10 years. Why?For my younger sister. She is my half sister. My father didn’t leave my step mother because he feared that he would never see my sister again. My step mother used my sister as a weapon against him, threating that he would never see her again if he left. That she would fill her head with lies about him and she does that now (my Dad left her last year). I haven’t seen my sister (who is 10) for 5 months because my dad is stuck in a custody battle. It isn’t fair. My father’s ex is mentally unwell and not fit to raise my sister, yet she ultimately gets initial custody over my dad for the simple reason that she is a woman! That is the reason why my Dad stuck around so long, he hoped that by 10 my sister wouldn’t be so easily brainwashed. The thing is, my father didn’t even realise it was family violence for those first 5 years or so. He thought he could change her, make her something better. Instead she alienated him from his family for those long 10 years and he obeyed everything she said, or else. Hell, my brother and I even had to go and live with my Nan before ultimately living with my birth mother because of how she would treat us (she never hit us herself, but she made my dad give my brother the belt for basically no reason). If he had seen one of your ads where a male was a victim, perhaps he could have woken up to her abuse sooner, instead of thinking it was normal. I don’t want any other family to go through what mine has, and I believe and ad for men would help those who ate being abused speak out; especially in Australia where men are always expected to act tough. It might also help friends of such families to realise the warning signs, as many probably wouldn’t notice if a man was being abused unless he spoke of it, which is unlikey. That being said, women should definitely be your primary focus, I just think that men need a shout-out too.

    • says

      Hi I.Raye, we really apologise for the late reply but we didn’t receive this message until now. Sounds like you’ve been through a terrible experience and we really hope that you’ve got support to help you through. If not, you can always call the 1800 RESPECT number day or night. We completely agree, violence against men and boys needs to be acknowledged and we always advocate for stopping family violence for everyone, even though our organisation focuses on women. Thank you for your comment and for sharing your story.

  2. Grant says

    I applaud the Andrews government for taking an initiative in this but I am a little upset that the perpetrators of violence in these videos is all ways a white male, I would like to see the real percentage of nationalities the are reported causing family violence. Especially when ther is such a uproar over bill shorten’s ( I know different party/ state v federal) add saying he want to employ Australians and not having enough ethnic diversity

  3. victoria Hammond says

    Children living in domestic violence will see these ads. What do they do when imprisioned in their environment and lack of being able to reach out.
    I honour and applaud the campaign but fear that fear will increase for our defenceless youngsters.

  4. Faith says

    I would like to raise an objection to the current adverts airing in order to combat domestic violence. Most women I have spoken to find the advert where the child is encouraged to kick the ball at his mother’s head to be embarrassing and ill conceived. We have a suggestion as to what would have been a better outcome after the incident. The woman should not appear as a passive victim (it is that sort of behaviour that can attract bullies!) she should have quietly stood up, retrieved the ball, packed up the picnic and headed for the car telling her son that that behaviour is not acceptable. She displays her fear of her partner by not being assertive. Women can’t always run to experts to deal with domestic violence, they need to learn the tools to deal with situations themselves as do children especially girls and young women.

    • says

      Thank you for your comment Faith. We apologise for our late reply, we have only just received your comment. We agree that positive representations of women demonstrating leadership are certainly needed in mainstream media. We also recognise that family violence is a complex issue, and focusing only on what women should do doesn’t take into account the scope of the problem. We agree that providing tools to help women deal with situations themselves is crucial, but victim blaming is never the solution.

  5. (Mrs.) Evelyn Brown says

    Many men are only violent towards women because of the verbal violence they get from the woman. Women abuse men until they reach breaking point, then wonder why they react. Neither side is at fault more than the other.

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