On the back of some shocking research about young Australians' attitudes toward violence against women, Our Watch has launched a powerful ad campaign about the consequences of violent relationships.
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Released nationwide on Monday and replete with graphic, almost nightmarish imagery, the story is told from the perspective of a teenage boy who hits his girlfriend at a train station.
He is shown getting a tattoo and trying to get it removed, interspersed with flashbacks of his high school relationship. The reveal at the end is the tattoo that reads "She pissed me off so I hit her."
"I know it won't come off," says the voiceover. "I tried to say I'm sorry. Tried to hide it. But everyone knows."
The campaign is part of The Line, an online educational resource about gender, sexism, technology, and healthy relationships that is run by Our Watch and funded by the Australian government.
The ad has been criticised online by some people for focusing on the perspective of the perpetrator and the effect of his actions on his own reputation, rather than the victim's suffering.
The organisation has enlisted the support of former Sydney Swans star Luke Ablett to be an ambassador for The Line. In this video, he speaks about the importance of gender equality and redefining masculinity.
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“Boys and girls, men and women, need positive, strong role models who challenge these outdated ideas of gender and promote more equal relationships between males and females," he said.
“To stop girls and women being hurt and killed, we must challenge and change the attitudes that excuse, condone, or trivialise violence towards women.”
Linossier says the announcement from the prime minister last week signalled that Australia is in a very different place when it comes to talking about domestic violence, but with 66 women killed this year alone, we still have a long way to go.
Linossier says he is hopeful for the future, and with the right education, today's teenagers will be able to put an end to those shameful statistics.
"The purpose of this campaign is to stop the violence before it occurs, and I have enormous optimism that with the right guides and resources, that they can navigate the conversation and come out on the right side of the line."
If you or someone you know has been affected by sexual assault or domestic or family violence, call 1800RESPECT on 1800 737 732 or visit 1800RESPECT.org.au. In an emergency, call 000. For more information about a service in your state or local area, download the Daisy App in the App Store or Google Play.