A POWERFUL new State Government advertising campaign is urging South Australians to help “break the cycle” of domestic abuse.
The $200,000 Break the Cycle campaign will run for six weeks across metropolitan and regional television, radio, digital and social media platforms including Facebook, Instagram, Snapchat and TikTok.
A new website (www.breakthecycle.sa.gov.au) has also been launched, which will act as a one-stop-shop for all domestic violence information in SA.
The campaign’s central tagline is: ‘If you feel the need to break something, break the cycle of domestic abuse’.
Minister for human services Michelle Lensink said the new ad was one of a suite of measures tackling the scourge of domestic, family and sexual violence in South Australia.
“We know that research shows domestic, family and sexual violence increases post natural disasters and we can assume COVID-19 may have some impact on these rates,” she said.
“It really highlights why we need this new preventative campaign, now more than ever, because we want South Australians to understand that in some households, there is a cycle of abuse – and there is a way out.
“The strong imagery gets the message across to individuals to think about how they can break the cycle on domestic abuse and reach out and seek help. Do it for yourself and for those that you love.”