Storytelling at the heart of new domestic violence campaign

By PETER ROWE

An advertising program to increase awareness that coercive control is a form of family and domestic violence is to be released across WA in what the State government says is a ‘first-of-its-kind campaign’.

‘Coercive Control – A Story That’s Not Ours’ is grounded in cultural sensitivity, respect and empowerment, and designed to highlight examples of coercive control behaviour and how it can make a victim-survivor feel.

“Coercive control is an insidious form of abuse and it is completely unacceptable,” Prevention of Family and Domestic Violence Minister Sabine Winton said.

“This tailored campaign aims to highlight through a culturally appropriate lens that coercive control is a form of family violence.”

Developed by a WA Aboriginal creative agency, it highlights the importance of storytelling in Aboriginal culture and uses the voice of a female Aboriginal Elder speaking to her community about coercive control.

Nani Creative campaign Creative Director Kevin Wilson said storytelling was an important part of our culture.

“It’s also a way for our mob to speak about serious issues. This campaign is created with Aboriginal cultural storytelling practices at the heart,” he said.

The campaign will features narratives, imagery and music that resonate with Aboriginal culture, ensuring the messaging is both powerful and respectful.

Key to the campaign development has been the engagement with Aboriginal people, including those with lived experience, to ensure it reflects the unique experiences and perspective of Aboriginal people.

The tailored campaign will be rolled out across social media, online videos, Aboriginal radio stations, newspapers and out-of-home advertising.

It complements the broader ‘Coercion Hurts’ campaign that was launched in September.

The broader campaign has had a positive community response, including from victim-survivors and those working in the family and domestic violence sector.

More information  can be found at wa.gov.au/familyviolence