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.
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