A
Our campaign considers it is important to have clear goals that are easy to communicate to stakeholders. Therefore, we are focusing on three goals that our research (GHLV, 2015; Chan, 2015) has indicated are essential to meeting our
long-term objective. As these goals have a divisible nature, we have pursued a bargaining, rather than arguing, strategy that is focused on getting access to the policy process (Skorkjær Binderkrantz and Krøyer, 2012). We consider that the convergence of attention on both LGBTIQA issues due to the marriage plebiscite and domestic violence due to the release of a new policy framework by the NSW Government provides a policy window for our campaign (Kingdon, 1995).
B
Given the large number of existing stakeholders, one of the main objectives of our campaign is to build a coalition. This method allows for us to generate what Colebatch (2009) describes as a horizontal approach, which ensures that our campaign is constructed as a bottom-up, rather than top down strategy.
Framing this network as a 'coalition' is essential due to the number of issues on the advocacy agendas of our stakeholders. The inclusive language allows our campaign to be seen as complimentary to, rather than competing with, their agenda. We have researched how other coalition-based campaigns, such as the Safe Schools Coalition (2016), have approached this. We noted this campaign clearly tracked and published data related to how many people are engaged with their campaign. It is essential that we also track and publish this type of data.
Convincing people to ‘Join the Coalition’ is an important aspect of our campaign, but it is in not an end point in itself. Rather, our campaign considers it an important easy stepping point to draw people into engaging with our issue, demonstrate the level of interest in our campaign to the government and media so they take the issue seriously, creating a database of engaged stakeholders to target for other strategies and building a strong issue network and sense of community (Chandler and Johnson, 2007).
C
Our website disseminates information on domestic violence in the LGBTIQA community, informed by our research. SIPA (2011) notes that it is important that raising awareness is not an end in itself, but a means. In our campaign, information is important not only to create pressure for the issue to be placed on the agenda but as a direct means to addressing this issue. Our research (Chan, 2005) has indicated that misperceptions that domestic violence does not exist in LGBTIQA communities or domestic violence services won’t help are significant barriers for victims. Providing information to combat these misperceptions will directly contribute towards addressing domestic violence, particularly by assisting in increasing reporting rates.
D
The forum is designed to give those affected by LGBTIQA domestic violence a platform where they can share their experiences. This is important in ensuring our campaign understands their experiences and is receptive to their input into what they want from the campaign, as part of our bottom-up approach (Colebatch, 2009). Creating a safe community environment is also vital in addressing the isolation of victims and perception they will not be believed, which Chan (2005) identifies as a significant barrier for victims.
A key point raised in feedback on our group presentation was the need to ensure this forum was a secure environment. It was raised that digital security is particularly important for the LGBTIQA community (Eldis, 2016) and that there was a risk that harmful content could be posted. We have taken this on board in designing the forum, which will require a login to participate. This both discourages this behaviour and allows us to respond to issues promptly. We will moderate the forum regularly and also have a ‘report’ function to alert us to issues. We have outlined a clear code of conduct that will appear before any individual can access the forum to make this process transparent.
This forum is not targeted towards the media or the wider public. News articles and posts by experts and organisations, for example regarding issues within the current domestic violence framework and suggested solutions, will instead be part of the ‘News’ page. Unlike the forum, these posts will be able to be viewed by those who are not logged in. By separating these aspects, we hope to make the forum a safer place for affected individuals, while still allowing those outside the Coalition to read and learn about current issues.
E
As demonstrated by existing campaigns, such as White Ribbon Day Campaign (2014) and Another Closet Campaign (2014), factsheets and resources assist in clearly outlining the context, shared sentiments, challenges and proposed solutions for the issue at hand (Colebatch 2009: 30-33). The factsheet is tailored to inform our secondary target audience about LGBTIQA domestic violence and highlight the challenges of the existing heteronormative support service delivery framework and lack of specific LGBTIQA domestic violence support services.
Our campaign will also be directly approaching those at the front line of the issue such as domestic violence support services, LGBTIQA advocacy groups and NSW Police to provide them with these resources. Education of these groups is essential as our research (Chan, 2005; GHLV, 2015) demonstrated that a lack of awareness amongst service providers was a substantial barrier to getting sufficient help for LGBTIQA victims. Therefore, it will be necessary to have both an offline and online strategy for education so we can reach as many of these people as possible.
F
As both a secondary target audience and key messenger of our overall campaign objectives (Schultz 2002:71-81), it is important that the community, especially those who have been affected by domestic violence, feel that this campaign values, and is representative and supportive of, their needs.
It is for this reason that the objective of this resource component of our online campaign strategy, is to inform, connect and empower the community. This section serves as an informative channel, allowing members and non-members of the Safe Love Coalition to find out about and gain access to agencies, programs and services that are accommodating and experienced in dealing with domestic violence service delivery and the specific needs to members of the LGBTIQA community.
G
These tools are an opportunity for the online campaign to facilitate offline strategies. The online legislative assembly petition and Ministerial letter templates are aimed at our secondary targeted audience, especially those affected by LGBTIQA domestic violence and those providing services to them. It provides the opportunity to mobilise their authority, resources and experiences (Chandler and Johnson, 2007) as key messengers (Schultz 2002: 71-81). This allows them to put direct pressure on power-influencing stakeholders to acknowledge LGBTIQA domestic violence and improve the support services available.
These tools are particularly useful in demonstrating to Parliament and the responsible Minister the volume of support our issue has from key stakeholders and the general public. Doing this creates pressure for our issue to be on the agenda and for the Minister to respond to our requests.
H
The events section is an additional method of merging the online and offline strategies of our campaign. Events present a greater opportunity for collaboration, which behaves as a tool for issue framing and awareness building. Chandler and Johnson (2007) emphasises that public engagement is a practical and compelling method to cultivate relationships with other individuals as well as journalists and other forms of media. While the events are not always directly affiliated with domestic violence outreach, they do provide direct access to the LGBTIQA community, which ensures communication with audiences that might be receptive to the issue (Unsicker, 2013).