National campaign to reduce violence against women and their children

How market research contributed to a ‘new way of thinking’ about a long-standing issue

By TNS, a leading worldwide market research company.


How to address violence before it occurs

Violence against women is the number one cause of death and disability in Australian women aged 15-44. In 2015, the community’s focus on violence against women intensified, following high profile cases and media attention. The Government needed to respond not only to the shocking statistics, but also to the community’s growing demand to address them. An integrated communications strategy, the likes of which had not been implemented in Australia previously, was needed.


Quantitative and qualitative techniques

Extensive national and international evidence on the topic already existed, but new insights to guide communications strategy were needed. To achieve this, the methodology captured the full spectrum of predictable (but, necessary and important insights) through to the unpredictable (new insights and foresights). The methodology blended both traditional and innovative techniques, and engaged corporate marketers from the outset. This included: traditional qualitative techniques (focus groups, family sessions, affinity sessions), advanced projective techniques to facilitate deeper discussions, and explore the unconscious, innovative and technology enabled research techniques including online discussion forums, extended Super Groups which brought together young people, parents and influencers who were innovative thinkers, and workshops with leading corporate marketers.

So what?

Unprecedented impact and new campaign’ strategy

The formative research provided the evidence base for the campaign strategy. It was considered so ground-breaking, that it was released publicly by the Australian Prime Minister. This launch generated over 500 articles mentioning the research. It started a ‘new conversation’, and way of thinking about violence against women in Australia. The campaign has recorded unprecedented impact against the strategy already with: online views of the TVC have reached 30 million, in a country of 23 million people. Brand reinforcement, many brands and corporates have strongly supported the messaging which has significantly extended the reach. For example, a single post generated >5m views. Sparked a community conversation, with people recognising and reconciling their role. Early tracking data suggests people are initiating conversations offline (family/friends) and online (>750k reactions/shares/comments). Social media engagement has been exceptionally high, a single Facebook post had over 10.4 million views and 14,000 comments.