Anti-domestic violence foundation points out toxic signs of love in new campaign via SLATE

Anti-domestic and family violence organisation the Allison Baden-Clay Foundation has launched a new iteration of its ‘Toxic Love Signs’ campaign via Brisbane-based creative production agency, SLATE Media.

Launched on Friday, which also marks the Foundation’s annual ‘Strive To Be Kind’ Day, the latest installment features a series of videos addressing the pressing issues of social media in young relationships. It also features an innovative ‘Power and Control Wheel’, a resource focused on technology abuse.

Via four main spots that depict behaviours including isolation, gaslighting, technology abuse or ‘sexting’ and diminishing self-esteem, the message is clear: Look out for toxic signs of love.

“It’s a pleasure to help produce this campaign again with the team,” said SLATE Media’s creative director, Matt Pettigrew.

“As a younger agency, advocacy on this topic for change to educate the younger community is such a necessary step to make sure that domestic violence education has a more tailored approach.”

‘Strive To Be Kind’ Day was introduced in 2012 in memory of Allison Baden-Clay, who was murdered by her husband, to encourage the community to spread kindness whilst increasing awareness of domestic and family violence.

Since the campaign’s launch at last year’s event, schools, youth groups and police forces across Australia have engaged with the content to teach young people about respectful relationships and how to identify toxic signs of love.

“This campaign teaches young people about healthy relationships, consent, and respect, providing them the necessary knowledge and tools to recognise the signs of coercive control, develop respectful relationships, and become advocates for positive change,” said Vanessa Fowler, co-chair of the Queensland Domestic and Family Violence Prevention Council, and chair of the Allison Baden-Clay Foundation.

“It is through educating our young people that we will see the generational change necessary to prevent domestic abuse.”

The campaign will be active on social media to engage with young Australians.

A website has also been designed, that offers resources and outreach groups to further educate and assist young people in unhealthy relationships.

Credits:

Partner – Domestic Violence Action Centre (DVAC)

Creative ‘pro bono’ team – M4M Agency

Production team – Slate Media 

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