The South Australian Government has launched a ten-week campaign targeting what it describes as an alarming rise in sexual violence among young people. Using social media platforms like Instagram, Facebook, X and LinkedIn, the initiative aims to raise awareness around consent, boundaries and the many ways sexual violence can take shape, both online and offline.
The campaign follows troubling data from Our Watch, which surveyed 1,000 Australians aged between 14 and 20. While most young people said they understood what makes a healthy relationship, nearly a third viewed controlling behaviours as signs of care. One in four believed forced physical touch could be a reflection of love. More than half agreed with the idea that it is up to girls to make it very clear when they do not want to have sex.
“These numbers aren’t just statistics,” said Minister for Women and the Prevention of Domestic, Family and Sexual Violence, Katrine Hildyard. “They’re a warning sign.”
“Sexual violence doesn’t always look like what we see in the media. It can be quiet, digital, even normalised. Taking or sharing an intimate photo without permission, coercing someone into sex, intimidating someone online—these are all forms of harm. The trauma they cause is real and long-lasting.”
Hildyard said the campaign is about equipping young people with the confidence and clarity to recognise disrespectful behaviour and respond when boundaries are crossed.
The content will feature short videos, explainers and messages that speak directly to young people. The aim is to cut through myths and build a culture where respect and consent are understood from the start.
Rabia Aftab, a survivor and Head of Specialist Practice at the Zahra Foundation, offered a personal warning.
“If a friend changes how they dress or speak overnight, don’t dismiss it as a phase. It could be a trauma response. Consent isn’t just about saying no. It’s about pressure, guilt-tripping, love bombing. These are red flags too.”
“I was silenced for too long. Now I know that voice is power. Silence protects perpetrators. Speaking up is brave. So is standing your ground.”
Aftab added that sexual abuse does not always match what is shown in crime dramas. “It often starts with comments about your body, unwanted touches, or someone saying ‘if you love me, you will’. If something feels off, it probably is.”
K.S., another survivor, said education is key to prevention. “We can’t protect ourselves from what we don’t understand. Many young people assume this will never happen to them. But if we don’t fully grasp what sexual violence means, we risk missing the signs when they appear.”
“Awareness is not just about preventing harm. It is about building a culture of respect, accountability and safety.”
Emma, another voice in the campaign, recalled how growing up without proper education around consent left her unprepared. “I wish I had known what sexual abuse was when I was younger. When intimate photos of me were shared without permission, I didn’t even have the words to describe what was happening. I was ashamed to report it.”
Emma also spoke about the confusion within relationships. “There was a time I thought my husband was entitled to sex whenever he wanted. I didn’t realise that what I experienced was sexual abuse. It took years to understand.”
Natasha, another survivor involved in the campaign, offered a sharp observation.
“Rape is about violence, not sex. If someone hits you with a shovel, you wouldn’t call it gardening.”
Confidential help is available through 1800RESPECT by calling 1800 737 732. The service is available 24 hours a day, offering support for anyone impacted by sexual violence.
The campaign asks young people to notice, question, speak and act. Respect is not a side message. It is the foundation.
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