Executive Council
April 29, 2009

The 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.


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