Domestic Violence Social Marketing

Part C Domestic Violence

* Write about Domestic Violence and how it relates to social marketing and sustainability themes of the unit.

* The question will ask for the considered views about domestic violence with reference to the concepts and theory in the unit.

* You can refer to campaigns.

Domestic violence is a significant worldwide social issue that affects every community worldwide. It refers to acts of violence that occur between people who have, or have had an intimate relationship in a domestic setting. Ranges of acts that relate to domestic violence include physical, sexual, emotional and psychological abuse. Women are more likely to be belted in their own home than a man is to be struck by a stranger on the street.

Women are most commonly the victims in cases of extreme violence. However, violence also occurs against men by their female partners and violence within same-sex relationships. According to the Australian Bureau of Statistics 2013, the most likely location for a woman to be physically assaulted by a male is in their home. The Bureau also highlights people between the ages of 18 to 24 were the most likely group to have experienced some form of violence in their lifetime. 60% or more women have been physically assaulted by a partner and do not report it to the police.

The private nature of relationships is the reason why most acts of domestic violence cases go unreported. However, we do know that domestic violence in Australia is common and widespread. In fact, from around 48 population-based surveys from around the world, 10-69% of women reported being physically assaulted by their partner in some point of their lives. This ultimately proves how much of a big issue domestic violence is around the world.

Rothschild highlighted how difficult a behavioural change may be in terms of education, law and marketing (Webster et al. 2013). The Motivation, Opportunity and Ability Model influences an individual’s level of...