The popular dating app Tinder is the major platform for a new advertising campaign asking South Australians to see sexually predatory behaviour for what it is – and put an end to violence against women.
The See it for what it is. Stop Sexual Violence. campaign is an extension of the successful Break the Cycle domestic violence campaign, which raised awareness of different forms of abuse and told people how to get support in the first wave of COVID-19 in South Australia.
The new ads, totalling just under $50,000 and launched in time for the festive season, use powerful, close-up images of a person’s eyes to highlight unacceptable behaviours and challenge perpetrators and bystanders to stop and see the victim’s point of view.
Minister for Human Services Michelle Lensink said the ads will run across Tinder, as well as social media and radio from today.
“Everyone in our community has the right to feel safe and be free from sexual violence, whether they are in their own home or in a public space,” said Minister Lensink.
“This new campaign comes in the lead up to the festive season as many South Australians are looking forward to socialising again after the latest circuit breaker restrictions are eased.
“Just like we used Snapchat, Instagram and TikTok for the first tranche of the Break the Cycle ads, we’re using the popular dating app Tinder to ensure we’re getting the message out to as many South Australians as possible that all forms of violence is unacceptable – and there is help available.
“The See it for what it is, Stop Sexual Violence ads send a strong and unmistakable message that violence against women will not be ignored or overlooked and attitudes condoning it must change.”
More than 7,400 unique visitors were linked to educational and support information on the Break the Cycle website when the campaign first ran in June and July 2020.
Assistant Minister for Domestic and Family Violence Prevention Carolyn Power said the original Break the Cycle campaign will also run for another four weeks starting today.
“The Break the Cycle advertising campaign reinforces that there is a way out of the cycle of abuse,” said Mrs Power.
“This campaign aims to foster that understanding, so those in the community who need it can seek support earlier to prevent further or escalating abuse.
“Whether it enables people to realise they are experiencing abuse, recognise a harmful behaviour as their own, or see someone they know is at risk, we want everyone to know that help is available.
“All South Australians can help break the cycle of domestic abuse and we all have an important role to play in ending domestic, family and sexual violence.”
The new campaign was made possible thanks to a multi-million Federal Government funding boost as part of a $150 million response package to support Australians experiencing domestic, family and sexual violence due to the fallout from COVID-19.
For any South Australian who needs support at this time:
Break the Cycle: breakthecycle.sa.gov.au
1800RESPECT hotline: 1800RESPECT (737 732)
DV Crisis Line: 1800 800 098
Men’s Referral Service: 1300 766 491
Yarrow Place – Rape and Sexual Assault Service: 1800 817 421