Researchers from La Trobe University have uncovered that a campaign addressing violence against women, held during a major sporting event, had significant community intentions but failed to effectively raise public awareness or engage in necessary tough discussions.
A paper published today in the international journal Event Management explores the One Million Stars to End Violence (OMSTEV) campaign at the Gold Coast 2018 Commonwealth Games. The study aimed to assess the impact and effectiveness of such campaigns when linked to major sporting events.
Dr Alana Thomson, lead researcher and Senior Lecturer in Sports Management at La Trobe, highlighted the growing research interest in the connection between sporting events and violence against women. This research aligns with the United Nations’ Sustainable Development Goal number five, gender equality.
“Major sporting events have a crucial role in raising awareness of violence against women. Previous research indicates that family violence rates can surge by up to 40 per cent during events like football grand finals,” Dr Thomson stated. “This spike can be attributed to factors such as increased alcohol consumption, problem gambling, and a relaxation in behavioural standards.”
Dr Thomson emphasised that before this study, there were no empirical analyses on whether sport events could effectively raise awareness about violence against women. This research was a response to calls from sport event scholars for a critical examination of the issue.
The study found that while official messaging and media coverage praised OMSTEV as a successful community engagement initiative, it fell short in fostering public discussion and education on violence against women. The campaign, although well-intentioned and responsible for an impressive art installation, did not significantly increase public awareness of the issue.
The researchers noted that the campaign aligned with government policies addressing violence against women. However, the campaign’s integration into the Commonwealth Games planning lacked a coherent narrative to help the public understand and connect with its purpose.
Instead of addressing the social issue head-on, official documents and media reports presented ambiguous information about OMSTEV’s objectives, creating confusion about the initiative’s necessity and its connection to the Commonwealth Games.
Dr Thomson observed, “The implementation of OMSTEV prioritised the art project over addressing the social issue. We found limited evidence that the campaign achieved its goal of raising awareness about violence against women or prompting broader social change.”
The study concluded with recommendations for future event organisers and social cause organisations. It suggested they collaborate to design initiatives and communication strategies that clearly define their targeted messages and calls to action. This approach would ensure that community activations and communication strategies effectively address and promote the intended social issues.
Support Śindependent community journalism. Support The Indian Sun.
Follow The Indian Sun on X | Instagram | Facebook
👩🏫 @latrobe's study found that the OMSTEV campaign during the 2018 Commonwealth Games failed to effectively raise awareness about violence against women, 🚫 despite significant community intentions. 💬 #TheIndianSunhttps://t.co/9Nl0xgSemP
— The Indian Sun (@The_Indian_Sun) June 18, 2024
Donate To The Indian Sun
Dear Reader,The Indian Sun is an independent organisation committed to community journalism. We have, through the years, been able to reach a wide audience especially with the growth of social media, where we also have a strong presence. With platforms such as YouTube videos, we have been able to engage in different forms of storytelling. However, the past few years, like many media organisations around the world, it has not been an easy path. We have a greater challenge. We believe community journalism is very important for a multicultural country like Australia. We’re not able to do everything, but we aim for some of the most interesting stories and journalism of quality. We call upon readers like you to support us and make any contribution. Do make a DONATION NOW so we can continue with the volume and quality journalism that we are able to practice.
Thank you for your support.
Best wishes,
Team The Indian Sun
