Department of Premier and Cabinet

Deliverables: Creative direction, fine art, graphic design, layout, print management, proof-reading.

In 2015, the Department of Premier and Cabinet launched ‘Not now, not ever’, an initiative that aimed to combat the rise of domestic violence in Australia.

With Ex-Governor General Dame Quentin Bryce at the helm, the project required sensitivity, careful messaging and the management of a very tight deadline.

Focused Marketing was enlisted to pull everything together, including graphic design, layout, print management and regular communications with the committee.

As a symbolic campaign icon, a unique watercolour of a single flower was created, representing isolation felt by victims. This became the cover of an influential report and was later auctioned to raise funds for the important cause. It also appeared in regular press articles throughout Australia.