Bring Up Respect
79% OF PEOPLE TOOK ACTION AS A RESULT OF THE CAMPAIGN
“AN IDEA SO POWERFUL IT COULD SAVE LIVES.” – Marie Claire
“SUCH A SIMPLE IDEA THAT COULD CHANGE THE CONVERSATION AND THE NUMBER OF WOMEN WHO DIE.” – The Project, Channel Ten
“OPENING UP A WHOLE WORLD OF CONVERSATION FOR EVERY GENERATION.” – Today
THE ISSUE
While not all disrespect leads to violence against women, all violence against women starts with disrespect. And every time we excuse it in kids, disrespect grows. Consciously or unconsciously, Australia has been bringing up disrespect for generations. So to break the cycle of violence, we needed to get Australians to bring up respect instead.
THE IDEA
‘Bring Up Respect’ explores the impact of introducing respect early and often, told through the parallel coming-of-age stories of two kids, Jack and Ava. Unlike typical coming-of-age films, it bypasses familiar milestones like first kisses to celebrate lesser-known but equally significant ‘firsts’— moments when kids begin to understand and embody respect. Whether it's choosing words over anger or standing up for others, these pivotal experiences shape their growth in ways rarely acknowledged but deeply important.
While Jack and Ava’s stories seem separate at first, the release of a longer film reveals they exist in an interconnected world with intertwined lives — demonstrating the powerful ripple effect that talking to kids about respect can have on everyone around them.
Their stories also came to life in social, digital, and OOH. Each channel directs people to download conversation starters at respect.gov.au
