1- Gippsland Women S Health, Victoria

Make The Link–Gender equality prevents men’s violence against women – anonline social marketing campaign.

A. Hall1, S. Corbell2

1- Gippsland Women’s Health, Victoria.

2- Gippsland Women’s Health, Victoria.

Make the Link (MTL) is the innovative online social marketingcampaign of the Gippsland Prevention of Men’s Violence Against Women (MVAW)and their Children Strategy, funded through the Victorian Government Community Crime Prevention Program.

Aim:

To communicate the ‘link’ between gender inequality and men’s violence against women, to increase awareness and understanding of MVAW, to promote key messages related to non-violent norms and advocate for gender equitable relationships. MTL highlights the importance of gender equality in the preventingand ending MVAW.

Resources:

MTL developed a set of 3 posters, postcards, stickers and badges and notebookswhich visuallyconveying a clear and consistent messaging and highlight how everyday behaviours, attitudes and practices contribute to and allow MVAW to exist and promotes practical ways everybody can make a difference. By addressing the underlying cultural norms and beliefs around rigid gender roles MTL is contributing to culture change, promoting and normalising gender equality and respectful relationships.Social media allowsMTLto engage with individuals, organisations and communities to promote preventative action far beyond our geographical work setting.

Impact:

MTL campaign and resources have had national and global distribution including: Wicked Pickets (Qld based campaign against Wicked Campers);Reclaim the Night; National Rugby League (NRL);Women’s Health, Family Violence, Sexual Assault and Community Health services;National and International Health Promotion workers;agencies in Nauru and Keny;Victorian Local Governments,Departments of Justice and Regulation and Health and Human Services;Youth Mental Health days and Secondary Schools. MTL posters/images are regularly shared by White Ribbon Australian and New Zealand, Our Watchand others on social media.

The campaign uses Twitter, Instagram,Pinterest and Facebook, while our responsive website and blog host more extensive practical information on ‘What you can do’.

Make the Link logo contains the tagline ‘Gender Equality prevents Men’s violence against women’ which is our key message, promotes respectful relationships, active bystander approaches and messages of non-violent norms.