May 2008

Family violence is no laughing matter

Comedian Akmal Saleh launched a television campaign on World Health Day to prevent the incidence of family violence.

The Family Men Don’t do Family Violence series of advertisements features high-profile celebrities and community leaders from a variety of ethnic backgrounds including leaders from Middle Eastern, Asian, European, Anglo Australian, Aboriginal, Islander and African backgrounds.

The series—whose theme is Knock it off, mate—was produced by the Spectrum Migrant Resource Centre (SMRC) and funded by VicHealth under the Respect and Responsibility program’s Preventing Violence Against Women initiative.

As well as Akmal Saleh, the campaign has former AFL player Jason McCartney, Melbourne Storm’s Israel Folau, Essendon’s Jason Johnston and Alwyn Davey, Minister for Multicultural Affairs James Merlino, Aboriginal Elder and actor Uncle Jack Charles, Imam Sheik Fehmi, Victorian Multicultural Commission Chair George Lekakis, author Waleed Aly, former Ethnic Communities Council Chair Phong Nguyen and Imam Abdinur Weli.

‘I’ve put my name and face to this campaign because I believe that hearing from other men, like me, that family violence is not on, will help the message get through,’ Akmal Saleh said.

‘I’m often making jokes but family violence is no laughing matter.

‘The campaign title is true—family men don’t do family violence.’

‘SMRC recognised men are the greatest influencers of each other,’ said SMRC Settlement Planning and Projects Manager Denise Goldfinch.

‘Conversations about family violence are generally with women but men can become champions against family violence in their communities.

‘With so many high profile men donating their time to appear in the commercial, we hope that their social influence will have an impact on men across Victoria, regardless of their cultural background.’

The Victorian Immigration and Refugee Women’s Coalition (VIRWC) has supported the project.

‘With the terrific support from the TV industry, this message will also get out as wide as possible and hopefully change men’s attitudes to family violence,’ said VIRWC Executive Director Melba Marginson.

The commercial will run until the end of June.

Focus groups in July will test whether it has changed attitudes to family violence.