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Executive Council
June 10, 2009

Violence Prevention Campaign Targets Male Violence Against Women

A unique new awareness campaign launched by the Provincial Government today focuses on the prevention of male violence against women by targeting its messages directly to men and boys.

�This campaign is targeted to remind men of their responsibility in nurturing boys and ensuring both men and boys know that violence against women in any form is unacceptable,� said the Honourable Kathy Dunderdale, Minister Responsible for the Status of Women. �This is a positive step toward preventing male violence against women by addressing it at a young age. We want this campaign to create discussion, change attitudes and result in action. We want men to realize and embrace the fact that they have a responsibility to help end violence against women.�

The campaign is funded under the province�s Violence Prevention Initiative (VPI). This six-year, $12-million strategy is providing the tools necessary to help communities and agencies work towards the elimination of violence. Public awareness and education is a priority of the VPI. Budget 2009: Building on Our Strong Foundation contains an additional $100,000 towards violence prevention social marketing activities. To date, the VPI has introduced campaigns to prevent violence against youth, children and older adults. This campaign is the fourth in the series.

This campaign takes an intergenerational approach to delivering positive messages around showing fairness, respect and equality toward women. The campaign consists of print and television advertisements, posters and a website. Community representatives provided input into the development of the concept for this campaign.

�The intergenerational piece is important because it portrays men as role models who play a key part in shaping the beliefs, values and attitudes of their sons, grandsons, nephews and younger brothers,� said Minister Dunderdale. �If our young boys are taught to respect women from day one, then we have tackled a major obstacle in preventing violence against women in the future.�

Women in Newfoundland and Labrador experience physical, sexual, emotional, psychological, spiritual and cultural violence as well as verbal and financial abuse and neglect. From 2006 to 2008, the Royal Newfoundland Constabulary reported 2,556 violent crimes against women in their jurisdictions, while the Royal Canadian Mounted Police reported 1,803 women assaulted by a partner. Of the 218,000 women over the age of 15 living in the province, more than 100,000 will experience at least one incident of sexual or physical violence in their lifetime. Only 10 per cent, however, will report the incidents to police.

�All forms of violence against women can be equally as damaging,� said Minister Dunderdale. �Too often in our province women are harmed by men and the police must be called after the fact to step in when the damage is already done. We want to prevent these incidents before they become criminal matters. I am calling on all citizens of Newfoundland and Labrador to help prevent violence before it starts. Please direct all the men in your life to the resources this campaign provides.�

To view the campaign material or to obtain more information on violence against women, please visit www.respectwomen.ca.

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Media contact:
Erin Molloy
Communications Specialist
Women�s Policy Office
709-729-6225, 693-6938
erinmolloy@gov.nl.ca

2009 06 10                             10:05 a.m.
 


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