Let’s start a new conversation about family violence
McAuley’s Safe at Home advocacy has now become an advertising campaign. Designed to reach a larger public audience, and developed as part of magazine publisher Are Media’s Unhoused social change initiative, to help shape a better future for all Australian women.
A Safe at Home approach would transform the established practice that sees women and children ‘escaping’ violence to become homeless: instead they are supported to stay in their home or in their communities safely, with the person using violence being supported to stop.
These full-page ads were designed to capture readers’ attention and challenge them to rethink the decades long approach to family violence – it’s an invitation to consider a different way of responding to this issue.
The ads will appear in publications such as Woman’s Day, Who, Australian Women’s Weekly and That’s Life! throughout January, February and March 2024.
Too often we ask, “Why doesn’t she leave him?” Instead, let’s ask, “How can we better support her to stay?”
McAuley CEO Jocelyn Bignold OAM says “This is a wonderful opportunity to get this message out more publicly. We’ve been working towards this within the sector for several years and I’m delighted to see this powerful illustration of the current approach to family violence in print, accessible to so many Australians.”
This advertising will be one component of a wider campaign to increase awareness of the work McAuley has been leading in collaboration with sector partners to make Safe at Home a reality. You can read about our work on Safe at Home here.