Spence launches phase two of One Punch Can Kill campaign

Police Minister Judy Spence today launched the second phase of the One Punch Can Kill campaign which aims to teach young people the consequences of violence.

Phase two features a dedicated website, interactive game, videos, bus advertising and a large inflatable display to be used at events such as music festivals.

Ms Spence said: “As Chair of the Government’s Youth Violence Task Force, it became clear that many young men have no idea that a split second decision to engage in violence can destroy lives.

“They just don’t realise they can kill someone or be killed themselves - devastating family and friends.

“Even if the violence doesn’t end in death they can end up with a criminal record, spend time in jail, pay big fines, and lose employment prospects or the chance to travel overseas,” Ms Spence said.

A key recommendation from the Youth Violence Task Force was to undertake an education campaign, aimed at Generation Y, about the consequences of violence.

This campaign has been specifically designed to reach Generation Y and includes the use of the internet and new media.

The first phase, launched in December, included radio ads, convenience advertising in pubs and clubs, and internet sites such as MySpace, Facebook, Yahoo and Hotmail.

“Our internet banner ad has already appeared more than two million times on Facebook and one million times on MySpace.

“Already, just through word of mouth, almost 500 people have joined the One Punch Can Kill Group on Facebook.

“Phase two of the campaign involves taking the online education to a new level with a dedicated One Punch Can Kill website (www.onepunchcankill.com.au) which includes an online interactive game. The concept of the game is for young men to reach their girl without getting into a fight or drinking too much.

“The website will also stream two videos which show what could happen if a young man fights and what could happen if he walks away. Gen Y does not respond well to being told what to do. This approach gives the information and allows young people to make their own mind up.

“These videos will also be available to television stations as community service announcements.

“An 11 metre by 7 metre outdoor inflatable display has also been developed to be used at events that appeal to Gen Y such as music festivals and rural shows. One Punch Can Kill promotional materials such as button badges and wrist bands will be handed out to people who visit the display.

“There will also be advertising, on the backs of buses and in bus interiors, featuring prominent young women and the slogan ‘I support blokes who don’t fight’. This is based on research that shows young males are particularly influenced by the women in their lives such as friends, girlfriends, housemates, siblings and Mums.

“I encourage all Queenslanders to get behind this campaign and promote the message that One Punch Can Kill,” Ms Spence said.

Ms Spence thanked the Matthew Stanley Foundation and the Queensland Homicide Victims’ Support Group for their ongoing efforts to raise community awareness of this issue.

Acting Deputy Commissioner Kathy Rynders said: "The One Punch Can Kill message will also go hand in hand with the Party Safe message. I encourage all people who are hosting parties to register them with police.

"All Queenslanders, particularly young men in the 15-25 age group need to realise the potential consequence of violence, particularly when alcohol is involved.

"It's ok to walk away from a confrontation.

"Time and time again police see the results of one moment of madness - one punch which leads to devastating consequences.

"This is not for shock value - one punch really can kill," Ms Rynders said.

Relevant internet addresses:

Website - www.onepunchcankill.com.au

Myspace - http://groups.myspace.com/onepunchcankill

Facebook - http://www.facebook.com/group.php?gid=6576867807

Media contact: 32396218