With stark imagery and an equality-first lens for LGBTIQ+ audiences, we created two domestic violence campaigns that cut through clichés and drove awareness.
The Opportunity
Family and domestic violence campaigns are often predictable — government-mandated messages paired with overused imagery of bruises and broken homes.
The result? Audiences switch off, desensitised to the very issue at hand. The Domestic Violence Prevention Council, in partnership with the Women’s Centre for Health Matters, wanted a campaign that would break through this fatigue, challenge perceptions, and make people stop, think, and act before tragedy struck.
The Solution
We built the campaign around a simple but confronting line: “It doesn’t have to end here.”
By using implied violence instead of explicit imagery, the creative left space for audiences to project their own experiences and emotions, making the message more personal and powerful.
Four arresting scenes were developed into posters and video assets for social, cinema and TV, with parallel creative made for the LGBTIQ+ community under the line “Same Love, Same Rules.”
The result was a campaign that shifted away from cliché, sparked conversation, and reminded people that intervention — by friends, family, or the community — can change the ending.
Other articles
ACT Fire & Rescue
Through videos, educational resources, and ‘Sparkie’ the firefighting puppy, we helped ACT Fire & Rescue teach kids fire safety in a way that’s fun, memorable and confidence-building.
Academy of Interactive Entertainment (AIE)
Our discovery-led rebrand gave AIE the clarity and confidence to stand out globally - driving stronger engagement with students, families and industry across Australia and the US.