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Social media campaign to reduce violence against women

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Campaign Media Release

Minister for the Status of Women Julie Collins


The Rudd Labor Government will invest a further $7 million in a successful social media campaign to reduce violence against women.

Targeted at young Australians, The Line campaign uses social media to raise awareness about appropriate behaviour and respectful relationships.

Minister for the Status of Women Julie Collins announced the funding boost in Hobart today.

“Getting young Australians to talk about responsible relationships is an important way of breaking the cycle of violence against women,” Ms Collins said.

“The Line reaches young Australians and helps them think and talk about what is acceptable in a relationship and what crosses the line.

“I’m pleased to announce this additional funding for The Line which builds on the Rudd Labor Government’s initial $17 million investment in 2010.”

The Line’s Facebook community has grown to more than 76,000 and offers a dynamic place for young Australians to discuss issues like revenge, jealousy, controlling behaviours, ‘sexting’, gender stereotyping and physical harassment.

Recent research revealed that 83 per cent of people who were aware of The Line said it had improved their understanding of behaviour that could be crossing the line, while 79 per cent said they had changed their behaviour as a result of the campaign.

“We know the campaign is having a positive impact on those it reaches, particularly in relation to first and early relationships when young Australians rely heavily on advice from peers about what is right and wrong,” Ms Collins said.

“That’s one reason it makes good sense to align The Line with the newly established Foundation to Prevent Violence against Women and their Children.

“Working together, these two aspects of our campaign explain to people who are just starting to have relationships what is acceptable and what isn’t.

“It’s all good and well to tell young Australians that violence against women is against the law but this campaign goes further and explains how to create happy healthy relationships.

“I have asked the Foundation to take on management of The Line campaign as part of their national drive to raise awareness and engage the community in action to prevent violence against women and their children.”

Since coming to office in 2007, the Rudd Labor Government has made it a priority to address and reduce the unacceptable level of violence against women in Australia.

“We have invested nearly $170 million in a suite of forward-looking initiatives like The Line and the Foundation as part of our 12 year National Plan to Reduce Violence against Women and their Children 2010-2022,” said Ms Collins.

“The Rudd Labor Government has a 12 year strategy to address violence against women, in stark contrast to Tony Abbott’s ‘Real Solutions’ plan which fails to even mention this critical issue.”

Funding for this commitment is already included in the budget.


Communications Unit: T 03 8625 5111

Authorised by G. Wright, Australian Labor Party, 5/9 Sydney Avenue, Barton, ACT, 2600