Executive Council
April 29, 2009The following statement was
issued by the Honourable Kathy Dunderdale, Minister Responsible for the
Status of Women. It was also read in the House of Assembly:
New Marketing Campaign Targets
Violence Prevention
I rise today to inform the House of a new campaign
soon to be launched to support our continued efforts to raise awareness
of the responsibility of everyone to prevent violence against those most
at risk in our society.
Through funding under our Violence Prevention Initiative, we fund a
number of social marketing activities to encourage all residents to take
action against violence in their communities.
The Violence Prevention Initiative is our six-year action plan to combat
this serious social issue. We are halfway into the plan and we continue
to act on its 150 action items.
Public awareness and education campaigns play a large role towards
changing actions and attitudes about violence. In Budget 2009, we are
investing an additional $100,000 towards violence prevention social
marketing activities, bringing the total investment in these important
campaigns to $240,000.
This year�s investment supports the launch of our biggest social
marketing campaign to date. This campaign targets men and encourages
them to take responsibility in preventing violence against women. The
campaign is in the final stages of development and will be launched this
spring in the form of print and television ads, as well as posters and a
web site.
Working with a wide range of government and community partners, we have
developed an intergenerational approach with this campaign that will
deliver positive messaging targeted to men and boys around showing
respect, fairness and equality toward women.
Our government fully understands that violence is rooted in inequality.
This campaign is one more tool to raise awareness of the links between
violence and inequality, and to remind men and boys that violence
against women in any form is unacceptable.
The government departments and community partners involved in our social
marketing activities are doing a tremendous job to get this message out.
We are pleased that this additional investment will help spread the
message even further.
2009 04 29
3:35 p.m.