The Victorian Government invests significantly in the promotion of safe and responsible behavior, to advise of disruptions to government services, and to promote programs that help people stay safe and well.
Public health
In 2023–24 the Department of Health undertook campaigns to recruit mental health professionals to work in Victoria and encourage Victorians to contact 000 for emergencies only. The department also undertook various public health and safety campaigns promoting mental health and wellbeing services, public fertility care services, winter COVID/flu health prevention, and prevention of mosquito-borne diseases.
Road safety and workplace safety
In 2023–24, the Transport Accident Commission (TAC), Department of Transport and WorkSafe Victoria continue to deliver critical safety messages to reduce the risk of deaths and injuries. Campaigns promoted responsible behaviour and practices and educated Victorians about how to stay safe on the roads, the public transport network and in the workplace. This included campaigns from TAC highlighting the importance of safety gear for motorcyclists, and the dangers of speeding, distractions, and drink and drug driving, particularly during holiday periods.
Victoria’s Big Build
Continuing in 2023–24, government campaigns provided the community with information on major transport infrastructure projects, including road and rail projects in Melbourne and regional Victoria, such as level crossing removals, the Metro Tunnel, West Gate Tunnel, North-East Link and Regional Rail Projects. Advertising informed the public of transport disruptions and project progress and promoted alternative transport arrangements during construction.
Preventing family violence and abuse
During 2023–24, the government continued its major, long-term initiative to prevent family violence and abuse. The program was supported by advertising intended to change behaviour through the ‘Respect Women: Call It Out’ campaign, as well as campaigns aimed at keeping older people and LGBTIQ people safe from family abuse.
Community safety
Victoria Police continued to run advertising to promote the Police Assistance Line and Online Reporting service and its ‘Made for More’ recruitment campaign for Police Careers. The Department of Justice and Community Safety undertook major seasonal campaigns to improve community understanding of fire and fire risk, including the Fire Danger Rating System, and increase water safety and reduce drowning incidents. The department also undertook a recruitment campaign to attract applicants to careers in corrections and youth justice.
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