“This campaign is aimed at reducing instances of alcohol fuelled violence among young people and is about starting a conversation with these young people, educating them to not make split-second decisions which can ruin their lives or the lives of others.
Originating on the Gold Coast, research was undertaken over a two-year period to identify those who are most at risk of being either an offender or victim in alcohol fuelled violence assaults. This research concluded that young tradesmen and university students were at an increased risk.
Through community consultation, police partnered with local Gold Coast creative Kiel Tillman, to produce an artwork depicting the perceived outcomes of alcohol fuelled violence by the target audience. This resulted in the development of the campaign slogan ‘a fight over nothing, changed everything’.”
Campaign by Gold Coast Police (Australia, December 2018)