Victoria Police
Victoria Police needed to raise awareness of a discreet text-based service that makes it easier for victims and bystanders to report unwanted sexual and anti-social behaviour on Victoria’s public transport network.
A simpler way to speak up
ETB partnered with Victoria Police to develop STOPIT, a major behaviour-change and public-awareness campaign designed to make it easier for victims and bystanders to discreetly report unwanted sexual and anti-social behaviour on public transport. The campaign supported the launch of a new text-based reporting service and gave commuters a practical way to notify police in the moment or soon after an incident.
How do you encourage reporting when people have already decided it is not worth it?
Six in ten people had experienced or witnessed unwanted sexual behaviour on public transport, yet fewer than three in ten reported it. Existing reporting pathways could feel difficult, confronting or disproportionate to the incident. This under-reporting left people feeling unsafe and limited Victoria Police’s ability to understand the scale of the problem, identify patterns, deploy resources and build evidence against repeat offenders.
Reduce the barriers and make every report feel worthwhile
ETB worked with Victoria Police to translate a new reporting service into a campaign that felt clear, credible and easy to act on. Drawing on real accounts, the creative showed that every notification helps police form a clearer picture of offending behaviour. Victims and bystanders were given a meaningful role without being asked to intervene or put themselves at risk, while the campaign reinforced that their reports would be taken seriously.
One clear message, delivered wherever commuters needed to see it
The campaign explained what STOPIT was, how it worked, what could be reported and why each notification mattered. More than 600 tailored assets were produced across transport environments, broadcast, audio, digital, social, print and out of home. Built for different formats, audiences, languages and locations, the integrated rollout created the visibility and repetition needed to introduce a new service and shift behaviour across Victoria’s public transport network.
The work did more than raise awareness. It unlocked action.
In its first 12 months, STOPIT received more than 1,500 notifications, with half submitted by bystanders. Victoria Police investigated 250 notifications relating to unwanted sexual behaviour, resulting in 13 people being charged and prosecuted. The campaign also received Gold at the Australian Crime and Violence Prevention Awards and Gold for Integrated Campaign in Community Engagement at the Davey Awards.
1,500+ notifications in the first 12 months
250 notifications investigated
13 people charged and prosecuted
Awards and recognition
Gold in Integrated Campaign - Community Engagement
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