Department of Human Services

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New powerful ad campaign to help “break the cycle” of domestic abuse

A powerful new advertising campaign is urging South Australians to help “break the cycle” of domestic abuse, aimed at people concerned about their own, or their partner’s behaviour – and is encouraging them to reach out and seek help.

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 launched as part of the campaign 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.

The new ad campaign is one of a suite of Government measures tackling the scourge of domestic, family and sexual violence in South Australia.

The ad features strong imagery of broken dinner plates, toys and mobile devices and gets the message across to individuals to think about how they can break the cycle on domestic abuse and reach out and seek help.

It is well documented the cycle of abuse usually begins with tensions building, then an incident occurs, often the parties reconcile and then there is a period of calm. Then tensions build again, repeating the cycle. The aim of the campaign is help break that cycle.

Domestic abuse is not limited to physical violence and can include controlling behaviours and emotional abuse, such as restricting someone’s access to money or technology.

This campaign aims to foster that understanding, so those in the community who need it can seek support earlier to prevent further or escalating abuse.

The campaign encourages men using abusive behaviour to contact the State’s first dedicated 24/7 men’s referral line, announced in April, and enables people to realise if they are experiencing abuse, recognise a harmful behaviour as their own, or see someone they know is at risk, there help is available.

All South Australians can help break the cycle of domestic abuse and we all have an important role to play in ending domestic, family and sexual violence.

Domestic violence funding is supporting at-risk women and children in SA, including ensuring the Domestic Violence Crisis Line can operate 24/7 and enabling the Domestic Violence Disclosure Scheme and a life-saving phone app which puts women in direct contact with support, to continue.

Break the Cycle website

Men’s Referral Service: Phone 1300 766 491

Domestic Violence Crisis Line: Phone 1800 800 098

Page last updated : 17 Jan 2022

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