The Australian Government is running “The Line”, an integrated campaign designed to promote respectful relationships among young people. Managed by the Australian Government Department of Families, Housing, Community Services and Indigenous Affairs (FaHCSIA), the campaign includes a web site, theline.gov.au, Facebook page, print and radio advertising, and promotional events involving music and art.
The campaign was a recommendation from Time for Action: the National Council’s Plan to reduce violence against Women and Children, announced in April 2009. The campaign aims to increase the knowledge of young people about the components of a respectful relationship including communication, trust and consideration for others in developing and maintaining healthy relationships; the components and forms of intimate partner violence (including cyber bullying and harassment) and sexual assault; and the effects of violence on relationships. It also aims to increase the incidence of positive behaviours in relationships, including open communication across genders; listening to and valuing others’ opinions; and trust, consideration, courtesy and respect.
“What exactly is The Line? And what happens when you cross it? This website is all about the line and the kind of behaviour that crosses it. Sometimes there’s no argument about where to draw the line. There are some things you should just never do. In Australia, we’re united as a community about things that are unacceptable. Like violence, rape and abuse. These are things that should never happen, which is why we have laws against them.”
“On the up side, we’re also pretty united about what it takes to create happy and healthy relationships. There are some things that always work, like loving and respecting each other, being considerate, listening, and trying to understand the other person’s point of view. So whilst everyone agrees that violence is crossing the line, sometimes the line can be blurry. With things like with bagging someone out to your mates, or texting someone 300 times a day. At the end of the day, where you draw the line is up to you. Explore the site and find a whole heap of stuff that will help you decide.”
The primary target audience is young people on the cusp or in developing relationships generally aged between 12-20 years. The secondary audience comprises key influencers such as parents and teachers. The Line Social marketing campaign includes a specific set of initiatives designed to reach young Aboriginal and Torres Strait Islander youth, their parents and family members, and their respective communities.
Hot30 Rooftop Party
The Today Network and Hot30 got behind The Line at a rooftop party at the 2Day FM building at Sydney’s World Square. After weeks of contesting on the Hot30, fifty winners plus guests celebrated at one of this year’s coolest rooftop events. Guests got up close to Stan Walker, Amy Meredith, Hot Chelle Rae, Boys Like Girls and Scarlett Belle as they performed their latest hits while the Hot30′s Charli Delaney and Chris Page broadcast their evening show live from the rooftop in between performances.
U20 Radio Show
The Line’s digital radio station, U20, is giving young people the chance to have their own radio show. Contestants in the online competition, which closed on November 25, will be given a chance to say what they want and play what they want for an hour, on the topic of respect”.
Draw Your Own Line
Visitors to the Line site are invited to draw their own profile, with the chance to have it included in the up and coming Pez music video, Shine.