Slrategic Public Relations

White Ribbon Campaign

'Eastern Suburbs: Violent But Silent'

01- lntroduction

1a. Client
White Ribbon is Australia's largest male-led domeslic violence campaign organisation that collaboratively works with
Australian public6 and partners to ensure an action plan is implemented throughout the nation that would work towards
ending men's violence against women. The organisation's misslon statement, 'making women's safety a man's issue
too,' (White Ribbon, 2015) appeals to the client's vision to recreate a heaithier vision of masculinity.

White Ribbon is a largely recognisable campaign organisation thai has worked in ove. sixty countries, following its
initiation in Canada in 1991. With successful programs and initialives, White Ribbon aims to ensure women can live safe
from abuse-particularly from current or former partners. The campaign programs have become a key factor in making
a difference and driving change in the community, as achieved via its campaign tactics (ibid. 2014).

1b. Social Awareness lssu6

The complication White Ribbon Ausiralia is confronted wth is the significant rise in incidents and lhe limited attention
publics and the media invest in the social issue. Despite 6ampaign initiatives, including obse.ving the lntemational Day
of the Elimination of Violence against Women, domestic violence remains the leading cause of death and injury
amongst women lnder the age of 45, with one woman on average being murdered by her cuarent or former parlner
every week (Baulch, 2014). Although White Ribbon strives to ensure that domestic violence becomes a prominently
recognised rssue, the rise in deaths and rnjuries on a year{o-year basis suggests a negative and/or lmited response to
the campaign. The issue of domestic violence has become one that is highly significant in the Australian society, and
one that needs to be addressed; particularly by removing the overall stigma underying the violence.

ln the eastern suburbs of Sydney, Australia, eight women are v,ctim,sed and abused every day and, of these eight
women, lwo are at immodiate risk of being killed, according to a 20'14 report conducted by The Sun Herald (Olding,
2015). Figures obtained by The Herald indicate that over 1200 women of the eastern suburbs area were refefied to a
pathways program at Waverly Local Courl by local police between September 2014 and February 2015 (ibid. 2015).
Research indicates that this number is still expected to grow if the sUgma of the violence is not overcome

02. Situation Analysis

ln recent years, the primary issue White Ribbon are repeatedly confronted with, as with other similar campaign
organisations, exists in the lack of awareness surrounding domestic violence issues: this is despite the highly-
concentrated campaign initiatives and tactics directed at the Australian audience. This is partjcula y significant in
socioeconomically developed suburbs, including the eailern suburbs of Sydney, where a stigma underlies all domestic
violence incidents. The overall aim of White Ribbon and the campaign is to raise awareness across all environments,
particularly in richer suburbs, and encourage women to seek emergency aid.

2a. Summary of Client Situalion

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 Slralegic Public Reiations Assessment No, 03

The 2013 World Health Organisalion (WHO) report outlines lhai intimate partner violence remains the most common
type of v olence against women affectrng over 30 per cent worldwide (White Ribbon,2014). Additionally, it is the leading
conlributor to death, disability, and il-heaLth in Australian women aged 15-44 (ibid. 2014). Va White Ribbon's various
campagn methods, they am to achieve long-term social change and are committed to working innovatively and
effectively by developing the best resources and research available to help prevent men's violence against women,
which is done via working collaboratively with partners and publics (ibid. 2014).

White Ribbon works in a range of divisions to ensure domesuc violence is recognised as a major social issue, including
community groups and youth and educational programs. ln a recent research prolect to raise awareness, White R bbon
asked young Austraiians on their views on domestic and dating violence. The results, published [Iarch 2015 found that
half of high school students report being taught about domestic violence and one-in-four young men beleve that taklng
charge is mportani (White Ribbon, 2014). Most of these campaigns focus on encouraging male leadership in the
prevention of men's violence against women by encouraging men to speak out against violence and to challenge the
atutudes associated with condoning violence

Recent primary research observed that a lack of educationai and informative programs have contributed to the belief
that worren who are residing in socioeconomical y developed locations are less llkely or noi likely at all to reoeive abuse
from a partner, with the majority believing that domestic violence is directed at women who are not so well-endowed.
However, a 2014'Kllden lnformation Centre ior Gender Research' stL-rdy found that wornen who are earning more than
67 per cent of the total household income are several Umes more llkely to experience abuse compared io that of lower
paid women because, 'me, with lowet status than their painer may feel that they arc not living up to the taditional
gender rale, (Knapton, 2014). These statistics are ncreasingly ignored despite the significance of lhe violence n the
eastern suburbs. Based on a primary research survey, a majority of participants indicated that the impodance of
removing ihe stigma ies in providing educational programs. This is in addition to confronting the incident and witnessing
a rise in domestic violence reports to work towards preventing abuse.

2b. Perceived Communication Problems

Despite a semi-controlled set of campaign tactics and methods, impLemented both by White Ribbon and by simitar
campaign organisations, comrnunication between lhe clienl and their primary publics s somewhat problematic. White
Ribbon reserves lts largely s gnifcant communication relationship with the media; however, ihe news{o-public raiio is
ower than needed, consrdering the low number of recent articles regarding domestic violence incidents. Berns suggests
lhal, "the media are the most common and influential tour guides far exploring the landscapes of social problems," and
research shows that women with frsthand experience to violence, "oblected to lhe portrayal of violence againsl wamen
as enteftainment and rcsentecl how such reprcsentption eliciled painful memo,es,' indicatrng that women with
personai experiences are rnore iikely to critiqLre the media portrayal (Berns, 2004, pp.1'l-48). Accordjng to Heldi
Davoren, a columnist for ABC Radio, "every week, ttwo wonen an average arc nurdered in Aust.alia,'and it is very
unlikely that most reports w llbe noticed due to the media's, "dlsm/ssive, ' attitude (Davoren,2015) This is a contribuung
factor in the iaboo of domesUc v olence.

Despite the subm ssiveness that exists in the media, White Ribbon maintains an association with its key publrcs via
partnership agreements with large, well-recognised organ sations including ihe Royal Australian Navy, the Natonal
Rugby League (NRL), N'lyer, Telstra, and many moret this largely contributes to White Ribbon's own brand recognition
and ensures the public is receiving information from multiple parties. I\,loreover Whiie Rlbbon rernains active on social
media platforms, and lses this to ensure their p mary audiences are communicated with.

Problems with communicatron exists in the inability to access particular groups and ta loring messages to individual
publics, ranging from age, gender, ethnicity, socioeconomic status, and geography. For example, the stigma around
domestic violence would theoretcalLy be overcome via strengthening communication tactcs and adjusting them to
specific groups. Primary research surveys indicate that over a third of pariicipants remain unconvinced that domeslic
violence js Austra|a's bggest socia issue, contrlbuting to the stigma that exists in all environments Additionally, the
majority of answers indicate that education must become a necessity to ensure the lnformation is properly received.
 Slrategic Publ c Relalions

Through further educatlon and encouragement from White Ribbon, particularly via communication strategies, the
stigmas associated with domestic violence will be broken down, and the working towards preventing men's violence
against women will be made re atvely unchallenging.

2c. PR Opportunities
White Ribbon's public relations opportunities, includlng partnershjp with arge companies and promoting the campaign
as the largest male-led campaign group, have arisen to transform the issue oi domestic violence. Due to encouraging
men to pledge to making women's safety a main concern, the vision of masculinity is slowly being changed. Through
furlher communication strategies, targeted at a range of audience, the stgma around the violence wil be overcome.
White Ribbon's relationshlps with the media and the largely recognisable brand recognition will significantly aid the
campaign's public relations communication tactics, either by promoting the prevention of men's violence against women,
or using the relationship wiih varying padnerships and publics io promote campa gn messages.

For campaign strategies associated with the

situatian analysis, see chapters AS and 06.

03. Key Publics and Stakeholders

3a. Characteristics
The Eastern Suburbs: Violent but Silent' campaign has been tailored to communicate to various groups within the
eastern suburbs areas-although the primary audience is specific, the overall alm of the campaign requires an outreach
to the entire locaL area. By issuing campaign tactics designated for various public groups, the overall community, as a
key stakeholder would remarn informed and active throughout the campaign period. As additional key stakeholders
local governments and the media will remain constantly updated via information that is specifically tailored io suit each
eventi the characterisations ofthese events ensure specific informaiion the key stakeholders will invesi in. For example
the'NRL Trainlng Day' publiclty will be almed at local governmenls and to specific'sports sections of news oLrttets. The
additional characteristics for the key stakehoiders and publics, includ,ng advocates associated with the campargn,
people with academic or research nterests and funders of the campaign, lnvolves an active position in the campaign
that would ensure public inlerest and the distribution of the campaigns messages Although information is available to
both men and women with no limitations on age, cultural background, socioeconomic status, religion, or ethnicity, there
is a profile requirement for ambassadors and activists associated with the campaign.

Secondary stakeholders and pub ics of the campaign involve family members and friends, emergency providers, social
works, health and human servlce otganisaiions, police and other law enforcement organisations, and community
members. These groups are characterised by their assocjation to the campaign message of saiety, eiiher by
contributing to the reporis or associating with the monitoring and the care of the vrciim. There is no specific
characterislic, other than having a connection with thg, eastern suburbs area and an offering of emergency service
providers.

Finally, the primary stakeholder and the primary publics of this campaiqn is the victims of domestic violence. The
campaign events ale tailored to cenlre on victims of abuse by ensuring a constant update of information to encourage
them to come foMard and seek emergency aid The campargns specific characterisauon proftle extends to women
suffering at the hands of domestic assault regardless of age and religion but specific to the eastern suburbs area of
Sydney, Australia In addition, key messages will also be broadcasted to younger students and sports players, as well
as witnesses to the violence, and abusers.
 Slraleoi. Puhli. Relalions

3b. Expeclatrons
The common expectation of all publics and of all stakeholders is the overall prevention of domestic violence within the
eastem suburbs area, as achieved via the campaign goals and objectives. These stakeholder inlerests are divided into
h/vo groups: the promoters and the latents. The expectations of the promoters who are the primary and secondary
publics, are to remain invested in the issue so as to ensure a continuation of the contribution into the campaiqn
messages. Overall, the expectation is to remain conUnuously lnformed and to see results. Slm larly, the key publics, as
part of the latents group, have a high interest in the campaign but are largely unaffected by the etlort; however, their
contribuiion to lhe campaign is significant. Both groups require a constant update of information and meaningful
involvement rn the campaign, so as to understand and engage as much as possible in ihe overall campaign messages.
By providing information to the stakeholders and publics of the White Ribbon campaign, relevant information will
efiiciently be monitored and distributed. In turn, clear direction and performance objectives wiil ensure the stakeholders
and publics remain active.

3c- Likely Challenges

Challenges in communicating with the stakeholders and publics and ensuring a continuation of their contribution to the
campaign is affected by the varied interests and investments each have. The economic consequences of the campaign
and of the individual stakeholder, for example, may affect the likelihood of the outcome. Additional challenges, including
the efforts associated with attempting to generate a social change and influencing safety and security, such as risks
situations that may threaten the success of the campaign, will be a key factor to overcorne prior to the campaign period.
This is further acknowledged via the potential ethics of the campaign that may ideologically manipLrlate stakeholder
inlerests. Understanding and engaging stakeholders can be significantly helpful to the long-term implications of the
campaign, but this will be dependant on the campalgn outcomes and ihe continuing attention to the messages.

One of lhe major likely chalenges exists in the main concern: the growing statistics of domestic violence assauits.
Preventing the number of deaths across Australia is becoming increasingly difficult due to the underlying stigma that
continues to be ignored, both by publics and by media outlets. To overcome this challenge, publics and stakeholders
would need to aim communicatlon tactics at specifically tailored groups. By doing so, there will be a decrease ln likely
challenges.

3d. Possible Barriers/Obstacles

The barriers and obstacles associated with the campaign are highly associated to the stakeholders and publics whose
contribulions will theoretically determine the outcome. This ls jLrdged based on the stakeholders and pL.tbLics interests in
ihe campaign messages and the overall involvement in activiiies and events. The main obstacle in communlcating to
these groups, either primary or secondary, is in the way ihe messages are received and reciprocated over the campaign
period. This will determine the likelihood of the long{erm lmpllcations and ensure the barriers and obstacles to
achieving the campaigns goals and objectives are overcome The specific demands for change and the specific
concerns, including the rise in domestrc violence ncidents and the stigma underlying the abuse, remains the largesi
barrier to achieving the campaign's goals. By overcoming this, vra implementaiion taciics and strategies the campaign
will remain relatively unchallenged and, therefore achieve goals more efficienlly.

04. Key l\ressages and Campaign Style

4a- Publlc/Stakeholder Objectives

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 Slralegic Public Relations

The specific expectations from the key, pnmary, ,"aona"ry publics and stakeholders reside in the need to raise
"na
awareness and share accurate rnformation in order to keep the campaign and the campaign's messages at lhe forefront
of social change. To do so, ihe campaign requires the publics and stakeholders to partake in campaign events, whether
that is by responding to tactics on social media or attending major events- Although this is highly encouraged and
enforced during the campaign, the intention of attending events and sharing individual thoughls on the event is a
responsibility ofthe stakeholders and publicst this will be analysed by the campaign and client.

To achieve the overall goals and objectives and ensure the overall tone and style of the campaign, the primary
objectives that will need to be assessed by the slakeholders and publics is the spread of awareness io encourage an
action plan that would significantly decrease the level of violence. Publics continue to expect an updated account of
information and a continuation of events that aim to raase awareness to a broader audaence, including the need to
remove the stigma from the incidents; this will be achieved via the stakeholder's contribution to the campaign, which
ancludes emergency service programs acting efficiently and efficiently and an online discussion and debate. Additjonally,
another major objective would be to raise sufficient funds and initiale various programs that would ensure the long-term
impacts of lhe campaign.

4b. Tone and Style

The key messages associated with the campaign are as follows;

There is a way out via safer emeency seruice pl.o5jl."r" initaataves, women who are vjctims to abuse have
"nO
alternative pathways to prevent high-risk situations and begln a monitoring outreach program which will formulate
response plans.
2. There is no excusei promote a 'no-nonsense' attitude in the eastern suburbs area that will aim to overcome the stigma
around the violence and see a signiflcant decrease in the number of domestic violence incidents by aiming campaign
tactics at abusers.
You can stop this; inform witnesses of violence of the huge implications and consequences of ignoring the crime.
Assure this audience thattheir contribution, either anonymous or not, will significantly prevent a high-risk situation,

The White Ribbon 'Eastern SLrburbsi Violent but Silent'campaign wiJl p.omote a'there is no such thing as bad publicity'
attitude going into the campaign period. The implementation of guerrilla tactics will ensure the campaign receives as
much publicity and recognition as possible; by doing so, the campaign message will reach a wide audience, ensuring
the eastern suburbs area receives as much informative updates as possible. This will significantly aad the long-term
implications ofthe messages and ensure the continuation of ideas

The guerrilla tactics, including publicity stunts and the distribution of confronting images and footage, will be supported
by astro-turfing to ersure a generation of discussion and debate. Although this may challenge the ethics of the
campaign, the messages will be well-received and well-supported once communication tactics are implemented to
assure the audience of the significance of the issue and the consequences if it remains ignored. These taciics will also
implement a manipulalion-like change of behaviour and perception using emotional and logical appeals that will be
specifically tailored for ce.ta,n publics and stakeholdersi by doing so, it will overcome the stigma around the issue and
ensure rt becomes prominently recognFed.

Although the campaign focuses entirely on negative aspects of the issue to generate responses, there will be various
events that adopt a sophisticated and wellmannered attitude to the issues, as done via the bigger campaign events.
The 'Giris Night' and the 'NRL Training Day' will recognise local stakeholders including businesses and ambassadors,
which will generate an overall suppod from the local community. These events will be created to achieve a positive spin
on the campaign messages and communicate in a formalised discussion.

Via various media outlets and campaign tactics that rely on guenilla marketing and astro{urfing, the campaign will
generate a'black'style and tone that will address the situation in a significantly more serious way. By doing so, the
campaign ensures that the message will be received and encolrage negalive responses that will, in turn, generate
positive reactions.
 Skaregic Public Relalions

Examplos of lhe ideal tone aml sttle ol the campaign is under'appendices'

E-9- 'Snap Shol' Postet Publbity Stunl

05. Communication Objectives

Goal: Signilicantly increase the number of women submilting domestic violence referrals to local emergency service
providers and attending safer pathway initiative programs.

Obictive: See a significant increase in the number of women attending safer pathways initiative prcgrams by 25% over
the course of six months following the campaign'! conclusion-this objective would see the campaign tactics
implemented over the three weeks successfully communicate to the key publics.

Strategyr lmplemenl campaign laclics and events that are suppo(ed by various communication slrategies, including posters and
llyers; arliclesi socielmedia outreachicmpaign websjteiemail nelworkietc.

Tactic: Throughoul the campaign period, volunteers will dislribute infomation via ,lyers and posters tailored lo specific audiences,
parlicularly duing cafipaign events-this is lo ensure lhe campaign message as wll-received. Additionally, inlomation will be
dislributed via online plaifoms, including lhe campaign websile and social media, which will document the campaign and ensure lhe
audience is wollinformed on upcoming events. This will be done as campaign evenis, particularly publicity slunts, are adopling lhe
'shock lactic of confronting an audience to manipulate a behavioural change-

Obiective: lncrease the number ol outreach reports provided to emergency service providers by 3o%-as issued by the
victim, the witnesses to the violence, local counselling services and larger support groups (including safer pathways).

Strategy: Provide informalive updales to emergency seMce departments, including counselling groups and anilaative pilot programs,
based on dala and research oblained lhroughout the campaign pe od. To larget ky publics, lhe objective would also requi.e
awareness-rising taclics in design media

Tactic: To ensure publics are seeking emergency service aid, whether for themselves or for another confronted with domeslic
viotence, the campaign will implement shock' taclics aimdd lo confuse and confront key audiences. This form of guer lla
communicalion will use print and design media 10 visually demonslrale the consequences of abuse, The resulls ol this
communiclion will be passed onlo emergency service providers, including safer pathways programs, so as to accurately monitor
specillc/individual situations elJecl,vely.

Obiectivei See a 15% ancrease in the number of attendance at refuges and community domestic violence events for an
informative purpose of raising awareness.
Strategy: lnformalive updaies via social media and prjnl media for upcoming ev6nts will be disl buted over lhe period or the
cmpaign: this includes: posters and flyersi colrstanl website updatesi television and radio advertisementi articlesi social media
updalesi constant media release djslribulion.

Tactic: The prjmary laclic 10 achieve lhis objective is invesling informalion inlo lhe communication spher ol infomalion, including
both large scale m6dia releases sent out or smaller-scale posters and flyers. Each tactic will inspire discussioddebate both in media
oullels and via public communication. To furlher this communic.rlion, astro-turfing will be adopted to ensure a discussion is sta(ed
and inspire key publics lo join the discussion-this will ensurc lhat an audience is always present al events, whether online or an

Obiective: Ensure that the disguised safety app receives twenty-five downloads over the three-week campaign period.
Strategyi The app, disguised as a common news' app, will be dislributed to victims who ar altending counselling services or safer
palhways program and are being monilored by emergency service grcups.

Tactic: The help app, disguisd as a common 'news' app with no noliceable embellishment to allract large audiences, will include a
'hetp'feature that immediately alerts aulhorities and begins rerording eveMhing, under the guise ofa common news feed. This app
will work only afrer'logging in'to a subscription' via a pass-code issued by emeeency seryice providers in conjunclion wilh the safer
palhways program,
 Strateqic Public Retations Assessmenl No. 03

Goal: Completely remove the stigma undedying domestic violence assaults, parlicularly against the victim and ensure
the issue becomes prominently recognised so as to achieve a'no-nonsense' attilude to the violence that would engage
the entire community.

Obiective: Ensure a 1so-person attendance rate at the Girls Night' campaign fundraising event, number exclusive to
women of the eastean suburbs.
Strategy: I\,4edia rclase bliE, including an interview on a respected media source with eastern suburbs advocate for domstic
violence, Kay Schubech Design print media will be dislributed throughoul area.

Tactic: Prior to lhe event, flyers and poslers will b6 distributed to lhe entire local aa stylisgd lo resemble invilalions that intorms
women of the easlem suburbs oflhe venl, includinq how and where to register. On a larger scale, media releases willbe sent out to
vafious media oullels, including the Sydney l/toming Herald, lhe Telegraph, local radio stations, etc. On the day ot the event, Kay
Schubach. domeslic violence advocate in lhe eastern suburbs, will be interviewed on Sunrise lo further lhe extenl of awa.eness to

Objective: Signiticantly increase the number of domestic violence against women refe(als by witnesses of the assaulls
by 20%-as measured by the number of pathway referrals and police outreach reports.

Strategy: To largetwitnesses of the abuse, flyers/poslers/barlners will be specifically designed to appeallo key audience, in addition
to: publicity stunl messages, media releases, and campaign events.

Tactic: To accurately evoke a response f.om the largeted audience,lhe tactics will implemenl 'emoljonal' appeals into the distribulion
of infomation lo motivate an aclion and a behavioural change. Design print will specilically target wilresses wjth ky messages such
as'You Can Stop This, accompanied by confronling images, as mdia oullet slories communicale lhe statislics associated with not
acling to prevenl violence.

Obiectives: See a 20% increase in online discussion (include website traffic, social media posls, emailoutreach) as a
result ofevents implemented during the campaign particularly guerrilla tactic campaign events.

Strategy: Ensure campaign website and campaign social media platforms are conslanlly aclive throughoul lhe campaign period to
allowthe audience inslant and conlin{rous access to informaiion. lmplemenl asko-lurfing techniques to generate dascussion/debate in
online discussion boa.ds.

Tactic: lnitialB online discl.rssion on campaign websiie and campaigns social media plalforms via astro-lurfing to generale awareness
amongsl key publics, These platforms will constanlly provide updates io ihe audience, including docLrmenlation of lhe campaign
events. The wbsite wrlldouble as a I mslne of events to ensure an audience for allevents.

Obiectivos: Ensure at least ten businesses are actively supportive in the campaign aim/message to prevent domestic
violence in the eastern suburbs.

Stratogy: Reach out to local businesses via emails. meetings, elc

Tactic: The campaign events will specifically iargel local businesses ofthe easlern suburbs area for required malerials and items. ln
exchange for these services, the business will receive free, publicity as a business associated with the prevention of domestic
violence lo generate an overall 'no-nonsense' atlllude ofviolence message in the communily.

Goal: Significantly decrease the number of domestic violence assaults against women and ensure the rate continues to
lower over at least a twelve month period

Obiective: Decrease the number of domestic violence incidents over a shortle.m period of six to twelve months by
30o/o as a result of campaagn tactics implemented over the campaign period-specifically to measure long-term impact.

St6tegyr lmplemenl'shock' and confronling messages designaled for speciic audiences during specif,c eventsi ensure efficient
responses from app alerlsi conlinuously ensLrre infomation is always provided to audiencei increase emergency sorvice providers

Tactic: To reach lhe audience and ensure lhey acknowledge the signs of abuse and lhe aid available, padicularly after overcoming
lhe stigma, va ous confronling messages will be made available to manipulaie the audience inlo acting. To ensure women coming
forward are monitored, emeency services will be requared to monilor app nolilicalions and acl efficiently under high-risk silualions,
in conjunction with safer palhway programs.
 Strategic PLrblc Relalrons

Obiective: lncrease the number of refuges made available to victims and viciirns children in lhe community and ensure
that they rema n actively available to women over a long{erm period-via awareness-raising tactics and flrndraising
events.

Strategy: Raise funds irom both slakeholders and publics ihroughoul lhe campaign, padiculary during fundraising evenls.

Tactac: Ensure there is a hrgh allendance rale al fundraisr;g evenis by implenrentng a ong-term cornmunrcatron spnere ihai
conlinues to inform, and ofier fundraisng ilems as donaled by local businesses. Slakeholders will be encouraged to donate lo these
events to ensure the publlc interacls wtlh evenl.

Objective: Ensure emergency provider responses are 10% more efficient during a high-risk situation via communication
tactics implemenied in the app.
Stratgy: The app wlll feature a help' oplion thal immediately records everything, takes nole of your locallon, and alerts tocat
authorilies.

Tactic: The aleris implemented lnio the app wil be specfically tailored lo lhe ndividualwoman and her monitoring record via the
'pass-code i this will also include a proiile of an address, history of emergency repods, and relalionship staius to lailor moniloring
rcpo.ls lo specirc situalions. The tactic to achieve lhis objective ls to ensure emergency service prcviders receive the iniormation
immedialely and can acl efficienlly to resolve lhe matter. This will be docLrmented and passed onto servtce providers to keep a
moniioring record.

Obiective: lncrease the number of women in a pilot outreach program by '10; th s allows emergency services and local
counselling service providers to continuously assess ihe victim over a long{erm period tojudge the level of risk.

Strategy: lmplement communicaiion tactics lnto every p nl or deslgn media distributed during the campaiqn-inctuding posiers,
llyers, arlicles, radio segmenis-and maintain an aclive online media reach lhat details furlher lnformalion includ ng social media
updates Addilionaly, this lnformation willalso be made clearduring major events.
Tactic: To ensure the obtective is achieved, all print communication media dislributed willfealure a OR code that tinks dkectty io lhe
websitei this will provide a delailed analysis of direclions to dvoid potential high risk situations and lists organisalons and service
providers associated wiih the campaign and the local area This laclic will ensure al women are lnformed of alternative safety ptans
and where and howlo conlacl service providerc safely.

Goal: lncrease educational programs in schools and community groups that would appeal to young students and
ensure the signs of abuse are recognised prior to high-risk situations, in addiiion to ensuring ihe stigma and the
tolerance of vrolence is overcome

Obiective: Ensure a 3oo-person attendance rate at the'NRL Training Day' (both the audience and the young players
training with the NRL ambassadors)-via an agreement with the local football clubs, ensure lhat at least five teams
between the ages of 13 to 18 are in al(endance (estimated at 75 young male sports players)

Stigma: ln coniunction wrlh the Nalional Rugby League (NRL), a complele media blitz will be generaled both prior to lhe campaign
period and extensively throughoui. This is in addilior lo a sirong socia media outreach, both with the campaign and in associalion
with localfootball clubs

Tactic: Although tailored for young, nrale sports players ln lhe eastern suburbs area, the laclic is to ensurc the evenl receives
recogniiion throughout the enlirely of Sydney and surrounding areast this publjc will be encouraged to watch ihe event from the
sidelines and pa(ake in a signing session afterwards. To ensure this objective is reached, lhe NRL and White Ribbon witt work
closely to inform the audience of upcoming events, while also focusing their leachings on young sporls players, in addiUon lo
providing exclusive contenl to specilic media outlels lhls includes Sunrise and the Triple [.] Grill Team. ln addition, exctusive
interviews wlll be offered to sports hosless, Erin Molan, who works closely wilh Channel I and The Footy Show durinq ihe season.
Olher news ouilets will be encouraged to attend the evenl for more information.

Objective: Significant y increase the social media outreach by seeing a 20% increase in the number of online referrals
to the campalgn message by young people.

Strategy: Promote lhe social media plaiforms associated wilh the campaign via prini and digilal media tailored for young students
and during ed!calional programs implemented ihroughoutlhe campaign period.

Tacticr Flyers speciflcally lailored lo younger studenls will be distrbuled throughout lhe campaign, as an addition
10 olher print and
design media allocaied to secondary publjcs. Throughout educalional programs, these flyers will be handed out, in addition to fu(her
infomation about the campaign.
 Slralegic Public Relalions Assessment No, 03

Obiective: Ensure 3 schools participate in the'Recognise the Signs' educational program in school and see a 50-
person attendance rate at the educational programs aimed at young women in the years 10-12 (15-18yrs) during school
hours.

Strategy: Offer free educational progmms lo all schools oI lhe easlern sublrbs area, regadless of region of stalus, type o, school,
elc.

Tactic: To ensure schools will parlicipate in the event, the educational programs will be offered as a short program wfiich delails the
'no-nonsense'policy associated Mthifl school grounds, in addilion to partaking in services would potentially decrease lhe
',vhich
lolerance ofviolence.

Objective: lncrease the number of young people reacting to campaign events (either online or via mouth-to-mouth
communication) by 1570 and adopt a correct response that would work towards removing lhe tolerance of violence
amongst students.

Strategy: Document all campaign tac,lics (once all associatio,lg with campaign have been made known) on a variety of social medaa
plalforms and generate a series of arlicles via media outlels lhal eppealto younger generations.

Tactlci By communicating lo younger generations via pop-cullure lailored news oullets lhal incorporates social media, including The
Project and SLrnise, the campaign messag is more likely lo appeal lo young peopls and generate a response on social media
platforms.

To see lhe evaluaion measures ol the goals

and obieclives see chapter 09

06. Communication Tactics

Emotaonal appeal-
"Message lore anc! emotional valence often match, especia y when it cofies to the dominant emotional appeal.
(Brader,2006, p. '156)
This Vvhite Ribbon campaign is largely centred around the 'black' campaign strategies to manipulate a change of
behaviou. and perception within the key publics. Although the emotional appeal is generated by negative thought, this
tactic will ensure the issue of domestic violence is at the forefroni of ohange, as done by targeting publics with
confronting images and messages. The confrontational approach to this tactic will shock and confuse, enough so that
the message becomes one that is highly debatable and highly discussed via online platforms. Although this tactic may
rise questions regarding the ethics of the campaign, it is essential in generating an actual response from the public and
making the issue prominent so as to overcome the stigma. Thas tacticwalt be done in conjunction with Gtionalappeal;

Rationalappeal-
"fhe message will convey one or nore rcasons indicating why the acquisition of adveftised brad or ser,lice is in the
corsrmers besi lnferest;thus cognitive appeals are often labelled as ratioral (Holmes, 1987, p.28)
Although this campaign will be focusing on the emotional appeals that the campaign messages intend to evoke, ralional
thought and logic will be employed in conjunction to ensure lhe messages are using logic and reason to support the
aeument. By presenting facts rationally to the audience, the statistics that support the campaign will become a skong
factor in appealing to the primary publics and stakeholders; especially considering the negative tone and style of the
overall campaign. Rational appeal will be essential during the major events, where emotion is not as necessary to
generate support; by doing so, this ensures an audience who is engaged by the presented facts, rather than
assumptions generated via emotional appeals.

Verbal Communication-
''Although such cultual rcstictions cuftail the verbal comnunication. it need not cudail lhe expeience of affect.
(Wiener, 1968, p.58)
This campaign requires a irvo-sided debate/discussion so as to ensure a generation of audience participation in the
issue, which would theoretrcally bring the issue into a promlnent position. This communication will be made available
both during major events, while the publicity siunts are taking piace, and on online social media platforms-via
astroturfing, the campaign will ensure the conversation remains at the forefront of change. This tactic will be highly
etficient in engaging journalists.

't0
 Slralegic Pubiic Relations

Non-Verbal Com'nunicatron-
"ln cerTain situations, a sinple gesture of facial exprcssion may connunicate infomation more elficiently than a verbal
commurlcalioa." (Wiener, 1968, p. 56)
Although the campaign will require a verbal communication (whether online or in person), to generate the overall
campaign style, a non-verbal tactic will be incredibly important. This will be done via symbols, colour, setting, language,
posters, flyers, etc. This non-verbal communication will generate the emotional appeal.

Organisational Control-
"We are operating within another whole level of radical allernative media....the use of lhese aiistic techniques and
genrcs lor prctesl, and especially fot the putposes ol caticalure and satire. has a ich and fascinating role in lhe hislory
ot social movements....their technology has mostly beon accessibly. as has t eir poirl" (Downing, 2000, p.158)
The organisational conkol, as implemented in websites and socjal networking, will ensure the organisation can interact
wilh the target public and have a significant impact on how the messages are received and distributed. Although the
messages may receive negative attention, the organisational contaol tactic will ensuae there is factual information and
statistics that are constiantly available for the audience of the campaign.

News Media-
"As teleconnunicalion networks become narc common, therc is an increasing inLerest in the faclors unde ying lhe
devolopment of anline social structures. lt has been proposod that these structures are new forms of otganising which
arc not subject to the same constraints as traditional social structures " \Butler, 2001)
News med a will ensure a broad audience receives updates and information oflhe campaign aclivities and events, even
if lhey are not in the vicinily or are not part of the target publics. By doing so, the campargn message will be largely
received, and will generate further discussion and debate via organisational tactics. Although news media is not a
controlled tactic, the campaign will embrace the'no publicity is bad publicity' attiiude and implement debates of ethics
and morality into the campaign message.

lnterpersonal Communication-
"An eftective communication stntegy can suppotl lhe lecovery prccess in providing information aboul suppons
available. raising awareness of risk factots to lacilitate seeking of suppoi as well as providing struclure and sacuity in
an environment where individuals may be experiencing a loss of connunication- nomality and community. (Oaytdson
Trahaire Corpsych, n/d)
lnterpersonal communication, as addressed via events and activities in public areas, will aid the campaign's
communication with the target public, and ensure secondary audiences are receiving the same messages. This tactic
will employ awareness and action obleclives that wil confront the audience via emotional appeal and ensure a response
is wafianted.

Gueffilla l\4arketing-
"Guerrilla tactics uso unconventional communicalions, ofton in unaxpected places, and facu6 on low-cost strategies that
make a high-inpact impression." (ldarketing Schools, 2012)
Guerrilla ma.keting will be the key strategy the campaign employs. All flyers and poster distribution will feature
confronting images and messages that target the emotional appeals of lhe target audience. Although this tactjc will
achieve the campaign the overall 'black'tone, it will ensure the messages is at the forefront of change-particularly via
'shock' faclors thatwill maniDulate behavioural and perception changes.

Astroiurfrng-
"Asltoluiing is the attempt to create an impression of widesprcacl grassroots support for a polby, indlvidual. ot ptoduct,
where liltle such suppotl ex,Sts.' (Bienkov, 2012)
The campaign will highly encourage responses from the publics and stakeholders, however, to generate an ideal
commLrnication relationship, astrotuding will be efficiently and effectively used to ensure the discussioh/debato ensues.
This tactic may lead to questioning over the campaigns taclics, but wi I ensure, overall, that the messages are received.

SocialMedia-
"The emerying new influencer connunity is wielding significant pawer over the perceptions of brahds and companies,
largely drivon by th6 rapid expansioh ofsocialnedia chahnels thtough which influencets cammunlbalg." (Booth, 2011)

11
 Strateqic Public Relalions

Social med a has come to be one of the most influenlial faclors in communicating with a wide audience and generaiing
a movement that affects change The campagn will take advantage ofthe impacts of social media by ensuring it is
constantly aclive and updated throughout every publicity stunt, activity, and event. Ashoiurfing wiil ensure the social
media platforms is the platform for discussion and debate, which will implement the message to wider audiences.

08, Budset

Resource Estimated Quantitv Estimate Cost Per ljnit Total

Publications:
Flvers 500-1000 0.40c-0.50c $219.00-$390.00
Posters 250 0.90c $225.00
Eventsi
Venue Hire 3 (niohts) x4hr each $172.00 $516.00
Caterinq Servrces 4 hours (2 niohts) $150.00 $300.00
Accommodation ExDenses l niohtx3ouests $244.00 $732.00
Publicitv Stunts
Securitv Escorts 2 hours $200.00 $400.00
'Snao Shot' Poster 3 weeks $392.00 $1'195.00
Esiimated Total: $3758.00

Resources and/or sources tar lhe budget ate hsted under 'appendtces

00 Evaluation Measures

9a
Evenl Taroel Achievable lf: Success Moaauaod Bv:
GLrls Night' 150-person atlendance Media outlets are conslantly The number of women in
provided updates to the allendance: number of
sjoumalists evenl, in addilion to flyer joumalisls who attend and
and posler dist bulion, seek additional information
social media and campaign

'NRL Training Day' 300-person atiendance
5joumalists
5 teams (approx.. 75 people)
Uledia oullels are constantly
provided updales to lhe
eveni, in addilion lo flyer
and posler dislribution,
social media and campaign
Turnoui of audience
allendance. each who will
pay for a cheap tickel inlo
evenli media lurnoul, number
oI articles printed as a resuit,
lhe overall number of
addilional enquiriesi lurnoul
of teams, in conjunclion with
local football clubs: social
media responsei web tamc
on campaign website.

'Freedom From Feai 8o-percon atiendance
$1000 iunds raised
3 ioumalists
L{edla outlets are constantly Number of people who
prcvided updates to the regisier and altend; journalisi
evenl, in addition to flyer ourreach ior information:
and poster distribulion,
social media and campaiqn

12
Strategic Public Relations Assessment No.03

'Snap Shot Poster 2 media stories/rad o The poster is placed in a
prominent position that the
maiorily ofthe area will have
Socialmedia debate immediate access loi those
who are not in the area will
See lhe progress via social
media/online platforms.
The media rcaclion lo the
posteri lhis will be achieved
bolh via social media debate
ihal will generate stories, and
radio discussion (astroturfing
may be required).
The success on social media
will be measured by the
responses generaled on
comments, posls that laq key
pirases or images, and a
debate once lhe campaign
association is revealed

Ambassador Bar Hunt 3 bars/pubs/clubs pledge During lhis campaign event, The number of
volunteers andWhiie barc/pubs/clubs and number
Ribbon ambassadors will be of palrons that pledge to
10 new ambassadoB approaching managers and Whlle Ribbon and the
owners of bars and clubs campaigns message lo
and pilch,ng the ethics and
moraliiy oi
signing wilh
White Ribbon as a key
supporl. Durinq this,
volunteers will also be
approaching palrcrs and
encouraging men to pledge
their suppo.t for
lhe
message. To do so, it simply
requires to
register via

Park Crawl & Pub 2 media stories/radio Prior lo the slunt. media Number of media stories that
Crawl releases will be sent oul to come about because of the
jnvite journalisls lo receive slunt the overall social media
Socbl media debare additional inlormaUon and discusslon-commenls posis
watch lhe publicily stunt. lhat lag key phrases or
Although the audlence wlll
be encouraged to take
pictures or videos,
astroturfing will be used to
generate discussion and
debale acrcss all social

Eustino Stunt Socialmedia debaie The slunt is done in Sociai media comments.
Prominenl localions posts that tag key phrases or
Audience pariicipation lhroughout the busier limes rmages
oIday.
Audience makes to stop the
Astroturllng violence/calls police/stops lo

Flyer/Poster 500 distributed Constantly available to hand Number of flyers distribuled

Dist.ibuUon out flyers during every

Social lvedia '150 new foliowers across all Ensure ihere is a constant Number of
piatforms social media presence followers/posts/commenls,
across all social medla etc. on social me.lia
platforms. regarding the campaign.

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 Sirategic Public Relations

Help Application Provide the app as a safe N umber of downloads

and helpful tool 1o women
under monitoring programs.

Media Re,eases JournalisUnews outiet lnvile journalisls to attend Number

Distributaon events, provide conlact stories/arlicles; journalist
delails, exclusive conlenl for atlendance ratei requests for
15 separate articles/radio, major events, astroluding to addilional informalion
qenerate discLrssion, etc,

Campaign Website Ensure the website remains Analyse websile traffic on

constantly active and
Conlacls updated. Provide immediale
links on all print media
dislributed and noliceable ln
every campaign evenl.
campaign sile and take nolice
of lhe comments/shares of
pa.ticular postst number of
contacts website achieves
from publicJmedia for
additional informalion.

9b. Short Term and Long Term lmplcationsi

The short term evaluation measures of the campaign will be analysed on the completion of the campaign period. To
determine how successful the campaign was, an analysis on social media olrtreach and the campaign website
participation will be measured and compared to other campaign projecis; if the target audien6e presence is significant,
the campaign messages will have been weil-received and w ll continue to be acknowledged ong-term. The attendance
numbers at all events and activities will be analysed during each event, and measured against the goals and objectives;
if the attendance goals are achieved, or there is a strong media presence in each event, the campaign will have
achieved success that may warrant a continuation of the events on an annual basis, which suggests that the campaign
may extend to incorporate other areas ofthe Sydney arda.

To analyse wheiher the stigma has been overcome by the end of these three weeks, further surveys, questionnarres,
and interviews will be conducted over the entire area, in conjunction with local government organisations and safe
pathway groups. Although the chances of overcoming the stigma within three weeks is low, to see a small dlfference
would suggest the campaign messages were well-received; the campaign activities and events during the campaign will
ensure thatthe long-term implications ofthe campaign overcomes the stigma.

The long term evaluation measures of the campaign will be analysed in conjunction with emergency service
departments to determine the number of domestic violence reports and the number of women on monitoring programs
after lhree months The overall goals, as listed in goals and objectives, would be to see a decrease in violence wlthin
twelve months and an increase in the efficieni and effective actions of emergency services; to analyse this, the apps
downloads and involvement will be measured. The overall aim of the campaign would be to see the long-term
implications last for a year, to then be repeated as an annual event that would continue the campaign to prevent
violence and overcome the stgma.

For individual evaluation measures, see above.

10. References

Baulch, I\,loo. 2014. 'Why domesiic violence is the mosl important issue this lnlernational Women's Day. Daily Lif. IONLINE]
Accessed 20/10/2015 < http/www.dailylife.com.au/news-and-views/dl-opinion/why'domestic-violerce-is-ihe-most'impodanlissue-
this internationaLwomens-day-20140306'349zh.html>

Berns, Nancy. 2004. Fram ins lhe Victim: Domestic Vio ence Med ia and Social Problems,' 'Sociai Prcblems ard Socia/ /ssues."

14
 Strategic Public Relalions

Bienkov, Adam. 2012. 'Asiro tudingr what is il and why does it matter?'The Guardian. [ONLINE] Accessed 17l11l2015
<lllpluu!lbcoLrardran.com/commeniisr.ee/20i2febrlollwhai'i$-a!1@ltJ!lug>

Booth, Norman, and Julie Ann Malic. "lvapping and leveraging in{uencers in social media to shape corporate brand perceplions."
Corporale Canmmications: An lntemational Jaumal 16 3 (2011) 184'1S1.

Bn let, lecl Canpaigning for he ads an.l ninds: How enotianal appeals in polilical ads work U niversity ol Chicago Press 2006.

Butler, Brian S. "[,4embership size, communication activity, aod susiainabjlily: A resource'based model of online social struclures.'
lnlormalion syslents research 12-4 (20O 1): 346-362-

Davoren, Heidi. 2015. 'Domeslic violence and the mediar maintaining the veil of silence and secrecy.' ABC: The Drum.

Davidson Trahaire Corpsych. n/d.'Communication Strategy Afler a llajor Event. [ONLINE] Accessed 171112015
<!t![l@v{!.ellqu.qslaallwp-d-qhlrll9.sl5qpdt'

Downlng, John DH Radicat ne.lia: Rebelious canmunication and social movemerls. Sage Publicalions,2000

Ho(on, James, L. n/d. Publicity Slunls.' '|4lrat Are They?'Why Da fhem2 tONLlNEj Accessed 17ll112015. b/Ul|ry q!]r!q
p!-qqdHoldinq/pRSlunisadrcle.pdl>

Holmes, John H., and Kenneth E. Crocker. "Predispositions and the comparaiive effecliveness of ralional, emolional and discrepanl
appeals for bolh h igh involvemeni and iow involvemeni products." Jorrral ol lhe Acadeny of Matketing Scierce 'l 5.1 (1 987): 27-35

Knaplon, Sarah. 2014. Educated and well paid women more likely to sufier domestic abuse'.'The Telegraph. IONLINE] Accessed

d-YgrLiLnhlls.tllul,
Markeling Schools. 2012. 'Guerrilla l/arketing,''Explore lhe Stmtegy ot Guenilla Markenng-' [ONLINE] Accessed 17111/2015
.bl{!/./tyur.r4Le11lq,slhqols-sJg4ypelt:ol Oqil!1Q9,!!l9r!1lq:J1lqr[gllJt!,hlr]l,

l,roorhead, S. Anne, et al "A newdimension ofheallh care: syslematic reviewofthe uses, beneliis, and limitations ofsocialmedia for
heallh communicalion.' Joumal ot me.lical lntemet Esearch 1 5.4 12A13).

Oldjng, Rachel.2015. New action team exposes shocking eastem suburbs domestic violence rale,'The Sydney Morning Herald

Wiener, Morron, and Alberl [4ehrabian. Language within langtage: lmnediacy, a channel in verbal cannunicatian. Ardeni lMedia,
1968.

Whjle Ribbon Australia, 2014. 'White Ribbon-About'. IONLlNElAccessed 20110/2015 <hllp/wlvw.whileribbon.org.aulwhalis white-
ribbon>

World Health Organisation. 2013. 'World Health Slatistics'. Glopal Health Observalory.

1 1. Appendices

1'1a. Budget:
Flyers:'Sydney Prinling Eastern Suburbs'-
Sydney Printing Easlern Subutbs. nld.'Sydney PrintingEEastem Suburbs.' [ONLINE] Accessed 16/1'll2015 <htlp://cheap-prinling
setuices.com.aulsydney-printing-eastern-suburbs/S>

Posters: 'Fast Printing Seruices'

FPS -Fasl Prioting Services, 2015.'Pnce Guide 2015.' IONLINE] Accessed 16/11l20'15 <
htlpJ/fastprintservices.com.au/downloads/FPS-PricelisL20l5.pdnmay20l5>

Calering: Avocado Group'-

L5
 Slrategic Public Relations Assessmenl No. 03

Avocado Group.2015. lnspired Event Cuisine.' [ON LIN E] Accessed 16/11/2015 < hllpr//www.avocadogrcup.com.au/home/>

Security: Sydney Security'-

Sydney Security. 2015. 'Guards, Patrols, Responses, Alams, qCTV.' [ON LIN E] Accessed 16/11l2015 <
hltpJ rww.sydneysecurity.com.aulindex.html#>

Poster:'Billboard Australia'
Billboards Auslralia. 2014. 'Average Billboard Advertising Prics.' < hltp://biilboardsmelbourne.com.au/billboardlcrices-html>

Venue Hire: 'Halls for Hire'-

Halls for H;re. 2015. 'High Tide Room, Bondi, New Soulh Wales.' [ONLINE] Accessed 16/1112015 <
hltpJ/www.hallsforhke.com.au/hallVhigh-lide room>

Accommodationi lnterconlinental'-
lnlercontinenlal. 2014. 'Hoiels and Resorc.' IONLINE] Accessed 17l11/2015 <
hitpJ,!ww.intercontinental.com/holels/gb/en/reservation/searchresult?qAd11=1&qBrs=6c.hi-ex.rs.ic.cp.in.sb.cw.cv.ul.vn&qChld=08qD
est=SYDNEY%2CAuslralia&qFRA=1&qGRM=0&qlta=S9602090&qPSt=o&qRRSrt=rt&qRef=df&qRms=1&qRpn=1&qRpp=12&qSHp=
1&qSmP=3&qSrt=sBR&qwch=0&srb_u:1&icdv=996020S0&siclientid=1959&dp=true>

11b. Tone and Style

'Snap Shot' Poster Publicity Stunt:
Strategic Public RelaiDns Assessment No.03

1,7