Evaluation Findings of Our Watch’s No Excuse for Abuse Campaign Regarding Non-physical Forms of Violence (VIRTUAL)
Tracks
Ballroom Two
| Thursday, December 2, 2021 |
| 1:46 PM - 2:06 PM |
Overview
Ms Reima Pryor, Our Watch
Ms Stephanie Francas, Acting Manager, Marketing and Campaigns
Speaker
Ms Stephanie Francas
Senior Marketing and Communications Advisor
Our Watch
Evaluation Findings of Our Watch’s No Excuse for Abuse Campaign Regarding Non-physical Forms of Violence (VIRTUAL)
Abstract
In 2020, Our Watch adapted and re-launched its No Excuse for Abuse campaign. This campaign was originally launched in 2018. Literature review (e.g., Webster et al., 2017) and developmental research had found that while non-physical forms of intimate partner violence were prevalent and their impacts were serious, many Australians found it difficult to recognise these types of abuse, and they were often overlooked or excused. The No Excuse for Abuse campaign therefore targeted Australian adults and aimed to increase understanding that non-physical forms of violence are harmful, serious, and not excusable.
In early 2020 the COVID-19 pandemic reached Australia and a re-launch was planned to address the increased risk of many forms of violence against women, and of narratives that condone violence against women, within this context. The campaign was adapted based on new research and activated across multiple channels, for two bursts, in May-July 2 and September-October 2020. A mixed methods evaluation was undertaken and included: digital analytics; a market research survey with sample of 3,192 participants; an Our Watch stakeholder survey; and online feedback surveys regarding the campaign website and the Unpacking violence practitioner resource.
This presentation aims to contribute to the sector conversation regarding needs and approaches to reduce and prevent non-physical forms of violence against women in Australia. Rationales behind the design of the No Excuse for Abuse 2020 campaign will be shared, and key findings regarding the effectiveness of the campaign in terms of audience engagement with the ads, and impacts of the ads on audience knowledge, attitudes and behaviours. Key learnings regarding future campaigns targeting the prevention of violence against women, and their evaluations will also be shared. We anticipate the presentation may be of interest to practitioners, policy makers, funders, researchers and evaluators working to prevent and respond to domestic and family violence.
3 Key Learnings:
1. The No Excuse for Abuse campaign objectives and approach/design
2. Key evaluation findings regarding the effectiveness of the campaign
3. Key evaluation learnings for future campaigns targeting the prevention of violence against women, and their evaluations.
In early 2020 the COVID-19 pandemic reached Australia and a re-launch was planned to address the increased risk of many forms of violence against women, and of narratives that condone violence against women, within this context. The campaign was adapted based on new research and activated across multiple channels, for two bursts, in May-July 2 and September-October 2020. A mixed methods evaluation was undertaken and included: digital analytics; a market research survey with sample of 3,192 participants; an Our Watch stakeholder survey; and online feedback surveys regarding the campaign website and the Unpacking violence practitioner resource.
This presentation aims to contribute to the sector conversation regarding needs and approaches to reduce and prevent non-physical forms of violence against women in Australia. Rationales behind the design of the No Excuse for Abuse 2020 campaign will be shared, and key findings regarding the effectiveness of the campaign in terms of audience engagement with the ads, and impacts of the ads on audience knowledge, attitudes and behaviours. Key learnings regarding future campaigns targeting the prevention of violence against women, and their evaluations will also be shared. We anticipate the presentation may be of interest to practitioners, policy makers, funders, researchers and evaluators working to prevent and respond to domestic and family violence.
3 Key Learnings:
1. The No Excuse for Abuse campaign objectives and approach/design
2. Key evaluation findings regarding the effectiveness of the campaign
3. Key evaluation learnings for future campaigns targeting the prevention of violence against women, and their evaluations.
Biography
Reima Pryor, Senior Research and Evaluation Advisor- Campaigns, Our Watch. Reima is a registered psychologist, with 25+ years’ experience in the social service sector across a range of organisations, services and roles. Services include child protection, alcohol/drug, mental health and trauma-focussed, Aboriginal community-controlled, and child, youth and family. She managed drummond street services’ Research and Evaluation program for six years to 2015 then worked as consultant, prior to joining Our Watch in 2020. She is passionate about bridging the gap between research and practice, and facilitating quality evaluations for continual improvement of approaches to address complex social issues.
Stephanie Francas, Senior Marketing and Communication Advisor, Our Watch. Stephanie is social marketing and behavioural change specialist with experience in the UK and Australia on a range of high profile, award-winning, evidenced based campaigns for the public and not-for-profit sectors. Stephanie’s experience includes developing and managing integrated campaigns tackling mental health promotion, drug use harm minimization, chronic disease prevention and gender equality. She is currently the lead on two of Our Watch’s social marketing campaigns: No Excuse for Abuse and Doing Nothing Does Harm.
Ms Reima Pryor
Senior Research And Evaluation Advisor- Campaigns
Our Watch
Evaluation Findings of Our Watch’s No Excuse for Abuse Campaign Regarding Non-physical Forms of Violence (VIRTUAL)
Abstract
Please see Stephanie
Biography
