Jewish Care videos build awareness of family violence

August 3, 2020 by Kirsten Young
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Jewish Care Victoria has launched a new video series following the success of its 2019 Love Should Be Sweet poster campaign.

Launched to coincide with Tu B’Av, the series aims to build awareness of family violence, with three eye-catching animations designed to appeal to a broad range of age groups. The campaign uses a nostalgic, romantic motif to echo the ‘love bombing’ that often occurs in the early stages of abusive relationships or after an episode of violence.

“The original poster campaign was incredibly successful, so re-creating the materials as videos was a natural step – one that takes on additional significance given the impact of the coronavirus pandemic,” said Cassandra Barrett, Program Manager of Healthy Communities.


“It is well-established that family violence increases in times of crisis, and the ability to recognise the signs – especially the more subtle or less visible types of abuse, like social or financial abuse – is incredibly important.”

“Additionally, the original poster campaign was displayed in shuls, schools and other community sites. Most of us can’t frequent those spaces right now as a result of COVID-19, so being able to access that information in a digital format is vital.”

The original 2019 campaign was also updated, with posters translated into Russian and Hebrew and details about supports for members of the LGBTI+ community added.

“The Love Should Be Sweet campaign focuses specifically on violence against women – of which the overwhelming majority is perpetrated by men,” said Barrett. “However, it is important to acknowledge that family violence occurs within the LGBTI+ community also. We would encourage anyone who recognises these signs in their relationship, irrespective of gender or sexuality, to reach out for help.”

The series will be released across Jewish Care social media in the lead-up to Tu B’Av, with the first video launching on Monday 3 August. The original poster campaign has been re-released to coincide with the video launch, with an additional opportunity for organisations to co-brand the materials.

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