Speak Out
NSW Government Dept. of Communities and Justice
Winner at NSW Premier’s Multicultural Communications Awards - Agency Campaign of the Year (2020)
In Australia, 1 in 10 women have experienced domestic violence during COVID-19.
Despite the spike in case numbers, evidence suggests that fewer women are reaching out for help - largely in fear of their partner watching over them while in lockdown.
We were tasked to create an easily translatable, CTA-focused campaign that speaks to women of all backgrounds.
Importantly, we wanted vulnerable people to feel heard, validated and empowered to speak out for help. So, rather than following the trajectory of depicting downtrodden, helpless, often physically bruised victims, we drew attention to the power that lies beneath our lips. After all, our most powerful tool is our voice.
Domestic violence doesn’t discriminate.
To speak to people of all backgrounds, we created a suite of images featuring diverse women (and a man too).
Our geo-targeted media placements across OOH, social and digital allowed us to speak more directly to particular ethnic groups.
Community leaders were engaged for cultural testing and our messages were translated into several languages, including Arabic, Hindi, Punjabi and Mandarin.
45” Radio Script
FVO 1: Warm, empathetic female voice. Slow, impactful read with solid pauses between line breaks.
MVO: Middle-aged male voice. Not yelling but has a condescending, cruel, uncaring tone.
FVO 2: Speaking through telephone. Warm female voice with supportive, approachable tone.
SFX: Plates smashing. Man yelling. Woman screaming. Baby crying.
FVO 1: [Overlaying SFX] Abuse doesn’t always sound like this.
MVO: What are you doing with your life? Huffs. You’re hopeless. No one likes you. You’re lucky to have me.
FVO 1: No form of abuse is ever okay.
If you feel unsafe at home, speak out. We will listen to you, believe you and help you.
The NSW Domestic Violence Line offers free, confidential, in-language support 24/7. Just call
SFX: Beeping sound as each number is read out
FVO 1: [Overlaying SFX] 1 8 0 0 6 5 6 4 6 3
SFX: Dial sound
FVO 2: Hello, how can I help?
Speak Out was crowned ‘Agency Campaign of the Year’ at the NSW Premier’s Multicultural Communications Awards.
“The PMCAs recognise the valuable contribution multicultural media and marketing plays in our society by connecting people to their culture, identity, and language. These awards celebrate and recognise the important role journalists, editors and publishers in print, radio, television and digital media play. They also honour innovative and creative marketing campaigns that inspire social cohesion and community harmony.”
— NSW Government PMCA
Creative Director: Steve Madgwick
Art Director: Alex Ward
Multicultural Agency Partner: Etcom