Department for Education, Children & Young People
Case Studies
Drawing a Line Through Disrespect
Intro
Whilst in theory we all respect that disrespect has no place in our education system, disrespect between adults and the school community was still rife. Right across Tasmania in primary schools, high schools and colleges. For this reason, and as social behaviour change experts, we were called upon to help the Department for Education, Children and Young People draw a line in the sand. So draw a line we did through every channel available to us.
Contribution
Strategy & Planning
Radio
Social Campaign
TVC & Cutdowns
Print Media
Film Direction
Film Production
What made this campaign successful was leaning into the behaviours some might not have previously recognised as disrespect. From the moment emails turned to hate mail to the moment social posts become anti-social statements and beyond, we set out to show the world that any kind of disrespect, big or small, towards our school communities was crossing the line. Simple as that.
45 second TV commerical
Each moment in which a behaviour crossed the line within our hero ad was then used as stand-alone pieces of communication in print, film, social, out of home and beyond.
Measuring Success
The campaign has garnered incredible support from school communities across the state, and is continuing to shine a light on a subject well overdue for the attention it’s now getting. Upon evaluation of this campaign, the majority of parents surveyed said they were more likely to think about their behaviour towards school staff, and call out disrespectful behaviour in others. Educators believe the campaign is very valuable in educating the general public around the issue of disrespect towards school staff. Due to positive results, the campaign is set to continue over the coming years.