Violence against Women. Let’s stop it at the start – television commercial


We open on a young girl at a family gathering. A young boy, aged 10, rushes past with two friends – the girl follows. As he walks through a doorway with two other young boys, he lets them pass through first before slamming it closed on the girl behind him, spilling her food. Through a window in the door we see the boy smile cheekily. The girl’s mother helps her pick up her plate and consoles her.

Girl’s mum: You’re ok, he just did it cause he likes you.

Next we see a father, son (around 12 years old) and daughter (around 8 years old) in a park. As the son and daughter throw a ball to each other we hear the dad say…

Dad: Don’t throw like a girl, mate!

Now we’re at a house party. We see a guy, aged 16, in the lounge taking a photo of a girl’s chest. One of the friends in his group looks a bit shocked by his behavior but another guy gives him a conspiratorial nudge.

We now see a guy, aged 21, fighting with his girlfriend in a car at an inner city car park. In a fit of rage he storms off and hits the car window next to her head on his way past. We hear the girl say to herself…

Girlfriend: You’re ok. He loves you.

We then see a guy, aged 25 (he is the adult version of the young boy from scene one), verbally fighting with a woman in their home.

Voice Over: Violence against women starts with disrespect.

As she retreats to a room, she trips and falls. The guy slams the door shut (as the boy in the first scene did) only this has much more ominous intention – trapping her in the room with him.

We cut to another angle and see that it’s no longer the man standing over her. It’s the boy from the beginning. He looks scared. Vulnerable.

Voice Over: The excuses we make allow it to grow.

The film concludes by revealing that the abusive man in the final scene is the same cheeky boy from the first scene – his growth into violence has been enabled by excuses made by influencers.

The boy finds himself in the shoes of his future-self, with a cowering woman at his feet. The boy is scared, vulnerable and confused – he didn’t want to grow into this.

Voice Over and Super: Violence against women. Let’s stop it at the start.

Super: Find out more at

Super: A joint Australian, state and territory government initiative.