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    Premier
    The Honourable Anna Bligh

    Premier delivers One Punch Can Kill campaign

    Premier
    The Honourable Anna Bligh

    Monday, December 17, 2007

    Premier delivers One Punch Can Kill campaign

    Premier Anna Bligh today launched the “One Punch Can Kill” campaign, aimed at preventing senseless violence among young people.

    Ms Bligh said the innovative campaign targeting ‘Generation Y’ using new media and technology, sends the message to today’s youth that acts of violence can have very serious and damaging effects.

    The campaign is the result of recommendations from the Government’s Youth Violence Task Force, which called for a targeted media strategy, to send home the message of anti-violence.

    “This campaign is about stopping young people from making split-second decisions which could ruin their lives, or the lives of others,” Ms Bligh said.

    “Research shows young men in particular, between the age of 15 and 25, are the most likely to be assault victims or offenders.

    “The slogan ‘One punch can kill’ is a reminder of the shocking reality, that simple acts of violence can have tragic consequences.

    “Many young people just don’t realise what these consequences are, so the campaign outlines the facts for young people to understand.”

    The message is violence can result in:

    • Bans on obtaining a passport and travelling overseas
    • A permanent criminal record
    • Imprisonment
    • Death
    • Emotional trauma for family and friends of victim and offender

    “By outlining these harsh realities for young people, we hope they will reconsider their behaviour and chose to live a life without violence,” Ms Bligh said.

    Police Minister Judy Spence said the campaign will involve education via the internet, through MySpace, Facebook, Yahoo and Hotmail. There are also Radio ads and convenience advertising in pubs and clubs.

    “We want to engage these young people in an arena that is relevant to them,” Ms Spence said.

    “Online concepts will include flash banners featuring the campaign’s own emoticon, to deliver the key message that “one punch can kill”.

    “The campaign focuses on a positive message of choosing options, empowering young people to consider the consequences of their decisions, such as whether to fight or walk away.

    “By promoting the fact that it is ok to walk away and look after your mates, we hope to change the attitude of some of today’s youth.

    “Our research has found, young males are highly influenced by the women who surround them such as friends, girlfriends, housemates, siblings and mums.

    “So we’re also promoting the slogan “I support Blokes who don’t fight”, in the hope girls and women will get on board to influence young men not to respond violently in heated situations.

    “We want the community to get behind this campaign, to stop the violence that is ruining young lives.”

    Commissioner Bob Atkinson said this message will go hand in hand with the Party Safe message.

    "We want all young people to have a good start in life, and acts of violence can ruin both victim's and offender's chances of a positive future.

    "This campaign is a positive way to change the attitudes of those young people who are involved in violence, by communicating with them in ways they will notice.

    "I encourage all Queenslanders to get behind this message, and all people who are hosting parties to register with police."

    Paul Stanley and the Matthew Stanley Foundation play a big role in promoting the anti-violence message and Party Safe Initiative.

    “I’m wrapped to see the government following through on their commitment to deliver this campaign,” Mr Stanley said.

    “We must get the message across to young people that violence is not ok – and to do so we need to initiate cultural change now, for the future.”

    The Queensland Homicide Victims Support Group has also played a big role in promoting the One Punch Can Kill Message.

    Chief Executive Officers of the group, Jonty Bush said: "This is a worthwhile investment by the Queensland Government in promoting the potential consequences of violent behaviour and is something that our organisation has actively been promoting".

    "The Queensland Homicide Victims Support Group continues to witness the tragic aftermath of violence, and believes that education revealing that one punch can kill is crucial." 

    Phase two is currently being developed with options being considered including: 

    • further internet promotion and design of a website which would include an online game;
    • outdoor education through bus backs and outdoor displays using inflatable to promote the key messages;
    • targeting young people in places where they frequent, such music festivals etc.

    17 December, 2007
    Further inquiries: Premiers Office (07) 3224 4500