Qld Government Department of the Premier and Cabinet
250 incidents of domestic and family violence are reported every single day across Queensland. These are the ones we know about with many more unreported, meaning the prevalence of domestic violence is sadly at an all-time high.
The brief
While much is being done in the front line, it’s critical to plant the seed for future generations to ensure domestic violence is never normalised. Our job was to come up with an idea that would make an impression on young minds.
The good
Through the power of hip hop, with lyrics written and performed by celebrated Australian hip hop artist, Illy, we created a campaign to disrupt the millennial mindset. Across TV, cinema, out of home, digital and social media, Queensland teens learnt that domestic and family violence isn’t just physical, and they got the opportunity to take a stance by writing their own hip hop lyrics to Back Around.
The impact
With the help of local Rap artists, we took the campaign directly to where it mattered most. With teens from all over the state penning and performing their own lyrics about domestic and family violence through Rap workshops, the next generation heard a clear message — from their own kind — to end domestic and family violence.
250 incidents of
domestic and family
violence are reported
every single day across
Queensland.
photography
The photography was
created to capture
the raw pain and emotion
that teens experience
when living with
domestic and family
violence.
collateral
An extensive rollout was
created to support our
tvc and encourage young
people to enter the
music competition.
video
A number of supporting videos
were produced to highlight
the various types of domestic
and family violence.
Stop the Hurting was
designed to stop the
cycle – through hip
hop.
Emotional Abuse
Financial Abuse
Back Around Final Track
workshops
To support the music
competition we went into
communities and worked
with kids in word slam
workshops.
