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WA Department of the Premier and Cabinet: It doesn’t have to be physical. Coercive control is family and domestic violence.
A new WA Government campaign reframes the way West Australians look at family and domestic violence and educates on the subtle but insidious nature of coercive control.
Live this week, developed by 303 MullenLowe Perth and implemented by Carat WA, the new campaign highlights the different types of abuse that are recognised as family and domestic violence, using the tagline ‘It doesn’t have to be physical. Coercive control is family and domestic violence’. It focuses on educating the public, including perpetrators, victim-survivors and those around them, to understand what coercive control is, and the impact it can have on individuals, families and communities. The campaign recognises that children and young people are victim-survivors in their own right. It is the first phase of a two-year awareness campaign which will be seen across BVOD, OOH, social, digital, radio, ambient, press, and search. 303 MullenLowe’s campaign remit extended across strategy, creative, media strategy, all through-the-line communications, web content, and social executions.
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