AUSTRALIAN GOVERNMENT
Stopping Violence at The Start
The challenge
Violence against women is at epidemic proportions in Australia:
- 1-in-3 women has been a victim of physical or sexual violence since the age of 15, from someone known to them
- 1-in-4 young people is prepared to excuse violence from a partner
- In 2015/2016, the number of women killed by their partner nearly doubled, despite intervention campaigns.
BMF & Orchard have partnered to deliver ‘Stop it at the start’ - a primary-prevention campaign, aiming to address violence against women at the seed of the problem: disrespect.
Orchard was responsible for the development of the campaign website – respect.gov.au
Research shows violence in men grows from attitudes learned from a young age. To break this cycle in future generations we needed to address the underlying cause – the disrespect towards girls and women that can grow into violence, and we needed to target people who influence 10 to 17-year-old Australians – parents, teachers, sports coaches and peers – and get them to recognise the link between gender inequality, disrespect and violence.
The goal
A campaign that acts as a rallying-call to address violence against women at the seed of the problem: disrespect.
The goal for the website specifically, as an integral part of this campaign is to empower with information and resources:
- Primary - The website is to raise awareness – an eye-opener to get people thinking, surfacing the hidden disrespect in our kids’ world.
- Secondary – The website is a catalogue of information, a central hub to educate and build memory capital, and a teaching resource to help adults talk to children, nurturing a new skill.
The solution
A campaign website that will act as a central campaign hub packed full of content, resources and an interactive experience for adults that gives them an understanding of what young people in their lives are navigating when online.
Working with the Australian government requires working with their tech stack and restrictions to ensure compliance. Orchard’s development capabilities extend to a number of platforms and languages, and in this instance our skilled PHP team were brought in to support.
The Stop It At The Start website was built on GovCMS (Australia's whole-of-government content management system) using the Platform as a Service (PaaS) model. We leveraged GovCMS's robust Drupal foundation while extending its capabilities through the creation of a custom subtheme derived from the provided base theme.
Key technical aspects of the platform include:
- Drupal Core: GovCMS is built on Drupal, providing a powerful, extensible foundation
- PaaS: Allows for greater customization compared to SaaS while still maintaining essential GovCMS features and compliance requirements
- Containerized Architecture: Deployed using a Docker-based infrastructure on the GovCMS PaaS
- CI/CD Pipeline: Integration with continuous deployment workflows through GitLab CI
Technical challenges and solutions
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Maintaining Compatibility with GovCMS Updates
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Complex Layouts
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Translations and multiple PDF files
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AA Accessibility Compliance with Custom Design Elements
The results
The GovCMS PaaS implementation with a custom subtheme approach proved highly effective. The project overcame key technical challenges including: achieving AA Accessibility with custom designs that diverged from the standard theme; optimizing performance despite heavy media requirements; and implementing multilingual support with translation workflows. Throughout these challenges, we maintained GovCMS's security and compliance features while delivering a custom design that remained compatible with platform updates and met all government guidelines.
In addition, the website drove and supported success across the campaign with the following results:
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Significant increase in time spent on the homepage, interacting with the Algorithm of Disrespect
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Significant increase in users downloading resources
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72% higher conversion rate for enquiries for accessories when seeing it within the CGI Experience.
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Of the users who entered the Algorithm of Disrespect, over half completed the full 8 minute experience.
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Acknowledgement of Country
We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.
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