The Victorian Government has launched a new campaign addressing masculinity and its social pressures, positioning it as part of a broader approach to preventing family violence. Backed by research and delivered with stories from everyday men, the initiative is being framed as an invitation—not an accusation.
Minister for the Prevention of Family Violence Natalie Hutchins unveiled the campaign earlier this week, with a clear emphasis on reaching boys and young men through platforms they use most—social media. At its core is the idea that while many men don’t personally believe in outdated gender expectations, they still feel boxed in by them.
The campaign takes inspiration from the 2024 Man Box report by Jesuit Social Services. The findings paint a complex picture: a large proportion of men don’t endorse traditional notions of masculinity—such as having to suppress emotion or be the main provider—but still believe they’re expected to embody them. The mismatch between personal belief and perceived expectation is where many pressures take root.
Among the faces of the campaign is Fui, a father of five who grew up in a community where gender roles were tightly held. Another is Pharrell, a boxing trainer who also works in the mining sector. Both reflect on how masculinity shaped their lives and how they’re now helping others navigate it differently. The campaign doesn’t attempt to universalise the experience—it simply offers a space for stories, in the hope that it resonates more broadly.
Natalie Hutchins said the aim is to spark reflection among men and boys: “This campaign is about encouraging men to speak openly and honestly about the pressures they face—and helping create a future where those pressures don’t lead to harm.”
This message is echoed by Tim Richardson, the Parliamentary Secretary for Men’s Behaviour Change, who added: “In every corner, in every part of the community, men and boys have a role to play. This campaign helps challenge the outdated stereotypes that hold us back—and opens the door to healthier, more respectful ways of being.”
Respect Victoria Chair Kate Fitz-Gibbon pointed to the deeper, systemic nature of the problem: “Men and boys receive messages each day in all the settings they live, learn and play about how they should be—tough, dominating, controlling, not to show fear or sadness. Some of these pressures cause harm to them and those around them.”
The campaign forms part of a wider policy framework rolled out by the Allan Labor Government to reduce family violence. It follows the Women’s Safety Package announced last year and sits alongside reforms to legislation and service delivery. These changes are intended to create both immediate support for victim-survivors and long-term cultural shifts.
While the government’s approach has been commended by advocates and service providers, some have cautioned that cultural change cannot be achieved by awareness campaigns alone. Questions have been raised in the past about how effectively such campaigns translate into behaviour change, and whether complementary resources—such as funding for local initiatives and frontline services—receive equal attention.
Critics of past efforts have also argued that focusing solely on stereotypes risks oversimplifying complex causes of violence. However, supporters of the campaign say that engaging with the emotional life of men is a necessary part of any lasting solution.
Respect Victoria has acknowledged that this kind of work is not without resistance. Yet Fitz-Gibbon believes that inviting men to question these pressures rather than prescribing behaviour is what gives the campaign its strength.
The campaign comes at a time when conversations around masculinity are increasingly visible across the media, schools, and workplaces. But as with any social shift, it will take more than visibility to create change. Whether this campaign moves the needle remains to be seen, but the conversation it invites is likely to echo across households and classrooms long after its release.
To explore the campaign, visit respectvictoria.vic.gov.au.
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