Final Report - Knox Accord to End Violence Against Women ...communications.each.com.au/images/uploads/Final_Report_-_Knox_… · Final 8 November 2013 Dr Skye McPhie , Annette Rudd,

The Knox Accord to End

Violence Against

Women

Evaluation report

2013

Health Promotion Team

The Knox Accord to End

Violence Against

Women

Evaluation report

2013

Health Promotion Team

The Knox Accord to End Violence Against Women Evaluation Report

Document history

Version number:

Date last updated:

Prepared by:

Approval status:

End Violence Against Women Evaluation Report 2013.

Final

8 November 2013

Dr Skye McPhie, Annette Rudd,

Dr Nikos Thomacos (Monash

University), Catherine D’Arcy

with material from the Lime

Consulting Evaluation Report

2010

Approved

Page 2 of 32

Annette Rudd,

Dr Nikos Thomacos (Monash

Catherine D’Arcy

Lime

Consulting Evaluation Report


Acknowledgements

• Nicole Hunter (Knox City Council)

• Denise Budge (Eastern Legal Community Centre

• Zillah Mclaren (Knox InfoLink)

• Tiana Felmingham and Jill Exon, Women’s Health East

Supporters and previous Steering group members

• Greg Champion (ABC radio

• Victoria Police

• Eastern Football League

Project staff:

• Luke Bearup

• Karen Landgren

• Andrea Grindrod

Knox Accord to End Violence Against Women


Hunter (Knox City Council)

Budge (Eastern Legal Community Centre

(Knox InfoLink)

and Jill Exon, Women’s Health East

Supporters and previous Steering group members

Greg Champion (ABC radio- KAEVAW Patron)

ccord to End Violence Against Women Partnership Group members:

Page 3 of 32

:


Purpose of this report

The purpose of this report is to summarise the activities, as well as the reach and process

evaluations for KAEVAW and the subsequent projects that stemmed from it.

to End Violence Against Women (K

regarding violence against women, as well as raise awareness of this social health issue in the

City of Knox. This work was at points was slow, intensive and

reflected in this report. The report provides an over

from these projects to better inform others who may be interested in developing

prevention strategies to address violence against women in their own local community or

organisation. The future directions

Service are also discussed.


urpose of this report


and the subsequent projects that stemmed from it.

to End Violence Against Women (KAEVAW) aimed to gauge community attitudes a


at points was slow, intensive and challenging, which at times is

report provides an overview of the successes and lessons learnt

to better inform others who may be interested in developing


organisation. The future directions of the prevention efforts for Knox Community Health

Page 4 of 32


and the subsequent projects that stemmed from it. The Knox Accord

aimed to gauge community attitudes and readiness


which at times is

and lessons learnt

to better inform others who may be interested in developing primary


Knox Community Health


Table of contents

Purpose of this report

Table of contents

Abbreviations

Background

The Issue: Violence Against Women

The Prevention of Violence Against Women: Frameworks

The Prevention of Violence Against Women: The Bystander Approach

The Knox Accord to End Violence Against Women

Overview of Projects

Partnerships

7th November, 2007: Development and Launch of the KAEVAW

25th November, 2007: Inaugural Knox Commitment Day Event

2008: The Business Project

2008: Community Presentations

2009: Eastern Football League (EFL) Project

2009: Ambassadors Project

2010: Process Evaluation of KAEVAW

2010: KCHS Organisational Capacity Building Project

Timeline

Reflections

What was Achieved

What was Learnt

Recommendations for Future Directions

References


able of contents

The Issue: Violence Against Women

The Prevention of Violence Against Women: Frameworks

evention of Violence Against Women: The Bystander Approach

d to End Violence Against Women: Overview

7th November, 2007: Development and Launch of the KAEVAW

25th November, 2007: Inaugural Knox Commitment Day Event



Process Evaluation of KAEVAW



Page 5 of 32

4

5

6

7

7

7

10

10

12

12

12

13

14

15

15

17

19

22

26

28

28

29

31

32


Abbreviations

KCC Knox City Council

KCHS Knox Community Health Service

EFL Eastern Football League

EMR Eastern Metropolitan Region

KAEVAW Knox Accord to End Violence Against Women


bbreviations

Knox City Council

Knox Community Health Service

Eastern Football League

Eastern Metropolitan Region

Knox Accord to End Violence Against Women

Page 6 of 32


Background

The Issue: Violence Against Women Violence against women is “any act of gender

result in, physical, sexual or psychological harm or suffering to women, including threats of

such acts, coercion or arbitrary deprivation of liberty, whether occurring in public or private

life” (UN, 1993).

While violence against women is

it is an even greater issue locally. In the City of Knox, there were over 800 reported cases of

family violence per 100,000 people in

than the respective figures for the other LGAs in the Eastern Metropolitan Region

Violence against women has been attributed to being the large

between 15- and 44-years-old in Victoria

outcomes. Additionally, violence against women

it has been linked to social isolation, inability to work, poor self

witnesses (Women’s Health East, 2013).

As such, the high prevalence and wide

highlighted that purely intervening after violence has

Therefore, there is a need to work

Subsequently in 2007, VicHealth released a call to action to address violence against women in

Victoria which suggested three prevention strategies

• promote equal and respectful relationships between men and

• foster non-violent social norms and reducing the effects of prior exposure to violence

(especially on children)

• improve access to resources

2961 2373 received an update

The Prevention of Violence Against While the KAEVAW Project commenced prior to release of the State and Federal Government

plans for prevention violence against wo

and frameworks that have since been published.

The Australian Government commissioned

Women and their Children to develop a national

children from 2009 to 2021. Whil


ssue: Violence Against Women any act of gender-based violence that results in, or is



e violence against women is a national concern for Australia, there is data to suggest that


family violence per 100,000 people in 2007 (Women’s Health East, 2013).

respective figures for the other LGAs in the Eastern Metropolitan Region

iolence against women has been attributed to being the largest burden of disease for women

old in Victoria due to the pervasive poor mental and physical health

outcomes. Additionally, violence against women has considerable financial and social costs

it has been linked to social isolation, inability to work, poor self-care, and child

lth East, 2013).

As such, the high prevalence and wide-ranging consequences of violence against women has

highlighted that purely intervening after violence has occurred is insufficient

, there is a need to work to both prevent and stop violence against women.


three prevention strategies. These were to:

• promote equal and respectful relationships between men and women

violent social norms and reducing the effects of prior exposure to violence

(especially on children)

• improve access to resources and systems of support

2961 2373 received an update

of Violence Against Women: Frameworks Project commenced prior to release of the State and Federal Government

plans for prevention violence against women, the project aligns with the guidelines, priorities

and frameworks that have since been published.

commissioned The National Council to Reduce Violence against

to develop a national plan to reduce violence against women and

2009 to 2021. While this plan encompasses strategies from prevention through

Page 7 of 32

based violence that results in, or is likely to



ional concern for Australia, there is data to suggest that


2007 (Women’s Health East, 2013). This rate was higher

respective figures for the other LGAs in the Eastern Metropolitan Region (EMR).

burden of disease for women

pervasive poor mental and physical health

has considerable financial and social costs as

care, and children are often

ranging consequences of violence against women has

is insufficient (WHO 2002).

stop violence against women.


women

violent social norms and reducing the effects of prior exposure to violence

Project commenced prior to release of the State and Federal Government

men, the project aligns with the guidelines, priorities

The National Council to Reduce Violence against

plan to reduce violence against women and

e this plan encompasses strategies from prevention through


to treatment and prosecution, the first outcome for the plan,

from violence, relates specifically to the preventative efforts that

violence against women in Australia.

strategies that prioritise prevention, leadership, awareness and understanding amongst the

community, support positive male behaviour, improve the economic independence for women

and build the evidence base.

Additionally, VicHealth (2009) ha

multi-levelled and interactive approach

1. Primary prevention – aims to prevent violence from occurring. The

the broader societal and cultural factors that underpin violence against women, as well

as individual attitude shift and knowledge improvement r

women.

2. Early intervention – strategies

violent towards women, or being a victim of violence.

3. Intervention - occur after the violence has taken place. Primarily focus on reducing the

potential negative outcomes of being a vi

perpetrators.

VicHealth also released an ecological framework for identifying the causes and prevention of

the violence against women in 2009

determinants as well as the contributing factors of violence. A summary of these

and contributing factors can be found in the table below. It is through targeting these

determinants and contributing factors that the prevention of violence

thought to be achievable.

Social and economic

Level

Individual and

relationship

• Belief in rigid gender

roles and

and/or weak support for

gender equality

• Masculine orientation or

sense

• Male dominance and

control of

relationships


, the first outcome for the plan, Communities are safe and free

relates specifically to the preventative efforts that are needed to address

violence against women in Australia. The national plan suggested this is ach



Additionally, VicHealth (2009) has outlined that addressing violence against women requires a

and interactive approach with 3 possible opportunities for prevention

aims to prevent violence from occurring. The

and cultural factors that underpin violence against women, as well

as individual attitude shift and knowledge improvement regarding violence against

strategies that are aimed at those who display risk factors for being

, or being a victim of violence.

occur after the violence has taken place. Primarily focus on reducing the

potential negative outcomes of being a victim of violence and treatment for

also released an ecological framework for identifying the causes and prevention of

in 2009. This document outlined the social and economic

determinants as well as the contributing factors of violence. A summary of these

factors can be found in the table below. It is through targeting these

determinants and contributing factors that the prevention of violence against

Social and economic

determinants

Contributing

Belief in rigid gender

roles and identities

and/or weak support for

gender equality

Masculine orientation or

sense of entitlement

Male dominance and

control of wealth in

relationships

• Attitudinal support for

violence against women

• Witnessing or experiencing

family violence as a child

• Exposure to other forms of

interpersonal or collective

violence

• Use and acceptance of

violence as a means of

resolving interpersonal

disputes

Page 8 of 32

Communities are safe and free

needed to address

this is achieved through



violence against women requires a

prevention:

aims to prevent violence from occurring. The strategies to address

and cultural factors that underpin violence against women, as well

egarding violence against

aimed at those who display risk factors for being

occur after the violence has taken place. Primarily focus on reducing the

ctim of violence and treatment for

also released an ecological framework for identifying the causes and prevention of

. This document outlined the social and economic

determinants as well as the contributing factors of violence. A summary of these determinants

factors can be found in the table below. It is through targeting these

against women is

Contributing factors

Attitudinal support for

against women

Witnessing or experiencing

violence as a child

Exposure to other forms of

interpersonal or collective

Use and acceptance of

a means of

resolving interpersonal


Community and

organisation

• Culturally

regarding gender and

sexuality

• Masculine peer and

organisational cultures

Societal • Institutional and cultural

support for,

sanctions against, gender

inequality and rigid

gender roles

Adapted from the Preventing Violence Again Women: A Framework for Action (VicHealth,

2009)

The VicHealth framework has informed

violence against women and children. Thi

Against Women and Children, 2013

health issue; prevention, early intervention and response (

preventative component of the State’s plan is two

through education, attitude and behaviours can be shaped to encourage respectful and non

violent relationships. This is accompanied by advocating for gender equity and ending violence

within organisations and communities.

More specifically, VicHealth has also released guiding principles for how to implement primary

prevention strategies that aim to address the above determinants and contributing factors of

violence against women. These are:

• Prevention strategies need to start to include men, not just

• While targeted approaches appear to be successful, they need to also be complemented

by universal ones.

• Members from at-risk communities need to be engaged in planning and

implementation.

• Consider working with children and young people, as well as

relationships and families.

• Work with existing initiatives, policies and programs.

• Prevention strategies should be evidence

based primary prevention


Culturally-specific norms

regarding gender and

sexuality

Masculine peer and

organisational cultures

• Neighbourhood, peer and

organisational cultures that

are violence-supportive or

have weak sanctions against

violence

• Community or peer violence

Institutional and cultural

support for, or weak

sanctions against, gender

inequality and rigid

gender roles

• Approval of, or weak

sanctions against, violence

and/or violence against

women

• Ethos condoning violence as a

means of settling

interpersonal, civic

disputes

• Colonisation

Violence Again Women: A Framework for Action (VicHealth,

has informed the Victorian Government’s recent plan to prevent

violence against women and children. This plan, Victoria’s Action Plan to Address Violence

, 2013-2015, outlines a 3-tiered approach to tackling this social

health issue; prevention, early intervention and response (Victorian Government, 2012).

t of the State’s plan is two-fold. The first component highlights that

and behaviours can be shaped to encourage respectful and non


ithin organisations and communities.

has also released guiding principles for how to implement primary


violence against women. These are:

Prevention strategies need to start to include men, not just women.

While targeted approaches appear to be successful, they need to also be complemented

risk communities need to be engaged in planning and

Consider working with children and young people, as well as particular stages of

and families.

Work with existing initiatives, policies and programs.

Prevention strategies should be evidence-based and build on local strengths. S

based primary prevention programs, whole-of-population social ma

Page 9 of 32

Neighbourhood, peer and

cultures that

supportive or

have weak sanctions against

Community or peer violence

Approval of, or weak

sanctions against, violence

and/or violence against

Ethos condoning violence as a

means of settling

interpersonal, civic or political

Violence Again Women: A Framework for Action (VicHealth,

the Victorian Government’s recent plan to prevent

Victoria’s Action Plan to Address Violence

ered approach to tackling this social

Victorian Government, 2012). The

fold. The first component highlights that

and behaviours can be shaped to encourage respectful and non-


has also released guiding principles for how to implement primary


women.

While targeted approaches appear to be successful, they need to also be complemented

risk communities need to be engaged in planning and

particular stages of

based and build on local strengths. School-

population social marketing campaigns


and community mobilisation and

priority strategies.

• Need for a state-wide monitoring and evaluation of primary prevention efforts.

The Prevention of Violence Against Women

The National Council to Reduce Violence against Women and their Children 2009

highlights that violence against women is a whole

primary prevention strategies for

attitudes and behaviours. One such strategy is the bystander approach

community perspective and does not target perpetrators or the victim

it aims to encourage all community memb

that are supportive of violence against women.

women is otherwise referred to a being a ‘prosocial bystander’.

assumes that there is a collective

women, and hence people will be

violence against women.

However, there are two of the factors that influence a person’s tendency to

against women. These are one’s belief they have the ability to intervene and their perception

that their intervening behaviour is supported/condoned by the peers and/or co

(VicHealth, 2012) Similarly, within workplaces employees

bystander if they are confident

about such issues, and that they would receive support from colleagues (VicHealth, 2012).

of the main objectives of bystander approaches is to influence social norms within the

community that are supportive of violence (Powell, 2011).

(Ajzen, 1991) clearly acknowledges that perception

able to explain volitional behaviours.

The Knox Accord to End ViolThe KAEVAW Project, was developed in 2007 and coordinated by Knox Community Health

Service (KCHS), with the support of a grant from Vic

Equality: Preventing Violence Against Women

strengthening communities and organisations to create environments which value and support

norms that are non-violent and build respe

The KAEVAW aimed to promote

violence against women in the Knox community. Central to the project

driven development of a commitment statement


and community mobilisation and community development approaches were identified as

wide monitoring and evaluation of primary prevention efforts.

of Violence Against Women: The Bystander Approach

The National Council to Reduce Violence against Women and their Children 2009

highlights that violence against women is a whole-of-community issue. As such

for violence against women that aim to tackle communi

e such strategy is the bystander approach. This approach

community perspective and does not target perpetrators or the victims of violence. In contrast,

all community members to actively challenge attitudes and behaviours

violence against women. This display of intolerance for violence against

women is otherwise referred to a being a ‘prosocial bystander’. The bystander approach

collective consensus that people do not endorse violence against

women, and hence people will be driven to act when they witness or hear about

o of the factors that influence a person’s tendency to

are one’s belief they have the ability to intervene and their perception

that their intervening behaviour is supported/condoned by the peers and/or co

(VicHealth, 2012) Similarly, within workplaces employees are more likely to be a prosocial

in their own ability to respond, that their organisation is serious

about such issues, and that they would receive support from colleagues (VicHealth, 2012).

ystander approaches is to influence social norms within the

community that are supportive of violence (Powell, 2011). The Theory of Planned Behaviour

en, 1991) clearly acknowledges that perceptions of social norms are one factor that that is

able to explain volitional behaviours.

to End Violence Against Women: OverviewProject, was developed in 2007 and coordinated by Knox Community Health

Service (KCHS), with the support of a grant from VicHealth’s Respect, Responsibility and

Equality: Preventing Violence Against Women funding program. This program focused on


violent and build respectful and equitable gender relations.

to promote community driven consensus and action towards preventing

violence against women in the Knox community. Central to the project was

driven development of a commitment statement and protocols known as the

Page 10 of 32

community development approaches were identified as

wide monitoring and evaluation of primary prevention efforts.

Bystander Approach

The National Council to Reduce Violence against Women and their Children 2009-2021 (2009)

community issue. As such, there are

hat aim to tackle community

. This approach takes a

of violence. In contrast,

attitudes and behaviours

This display of intolerance for violence against

The bystander approach

endorse violence against

driven to act when they witness or hear about acts of

o of the factors that influence a person’s tendency to challenge violence

are one’s belief they have the ability to intervene and their perception

that their intervening behaviour is supported/condoned by the peers and/or co-workers.

are more likely to be a prosocial

in their own ability to respond, that their organisation is serious

about such issues, and that they would receive support from colleagues (VicHealth, 2012). One

ystander approaches is to influence social norms within the

Theory of Planned Behaviour

one factor that that is

: Overview Project, was developed in 2007 and coordinated by Knox Community Health

Respect, Responsibility and

funding program. This program focused on


ctful and equitable gender relations.

consensus and action towards preventing

was the community

and protocols known as the KAEVAW to End


Violence Against Women (KAEVAW). The KAEVAW is a primary prevention and social action

campaign that aims to raise awareness and increase community understanding about

against women.

It was also based on elements of the bystander approach described above; calling community

members to challenge ‘violence supportive attitudes’ in the local community

supportive attitudes can be divided into the following themes:

1. Knowledge of prevalence and seriousness of

2. Beliefs about who is responsible for

3. Understanding of what constitutes

4. Understanding the root causes of

5. Attitude toward addressing

The KAEVAW sat underneath the

Factors layer of VicHealth’s Preventing Violence Against Women Framework

to take a long-term approach to shift community attitudes, however did not specifically tackle

or target the broad issue of gender inequity. Instead, attitudes and behaviours specifically

relating to perpetrating or bystanding violence

the campaign. The KAEVAW also aligned with the National Council to Reduce Violence against

Women and their Children plan’s first outcome of

the preventive components of the State Government’s plan

of VicHealth’s 2009 implementation guidelines for preventing violence against women.

The development of a KAEVAW

that aimed to prevent violence against women

gauge the community readiness to become pro

attitudes that support violence against women. From this, interventions and

developed such as Eastern Footbal

Project, and the KCHS Organisational Capacity Building Project.

In 2010 a process evaluation as undertaken by Lime consulting supported by Women’s Health

East. This included a document review and a

This report provides a timeline of the

projects as well as the reach and process evaluations. Following this are reflections from the

years of work to prevent violence against women and recommendations of future primary

prevention efforts. Note that there is a secondary report

secondary report is solely dedicated to providing a detailed explanation of t

and outcomes of the KCHS Organisational Capacity Building Project



campaign that aims to raise awareness and increase community understanding about

elements of the bystander approach described above; calling community

‘violence supportive attitudes’ in the local community

attitudes can be divided into the following themes:

Knowledge of prevalence and seriousness of violence against women

Beliefs about who is responsible for violence against women

Understanding of what constitutes violence against women

Understanding the root causes of violence against women (i.e., gender

Attitude toward addressing violence against women

underneath the Community and Organisational levels of the

layer of VicHealth’s Preventing Violence Against Women Framework

term approach to shift community attitudes, however did not specifically tackle

the broad issue of gender inequity. Instead, attitudes and behaviours specifically

relating to perpetrating or bystanding violence and abuse against women wer

also aligned with the National Council to Reduce Violence against

Women and their Children plan’s first outcome of Communities are safe and free from violence

the preventive components of the State Government’s plan for 2012-2015,

implementation guidelines for preventing violence against women.

commitment statement was the first of multiple interventions

to prevent violence against women in the City of Knox. It was a starting point to

gauge the community readiness to become pro-social bystanders and publically change

against women. From this, interventions and

developed such as Eastern Football League Project, White Ribbon Day events, the Business

Project, and the KCHS Organisational Capacity Building Project.

a process evaluation as undertaken by Lime consulting supported by Women’s Health

East. This included a document review and analysis and a number of stakeholder interviews.

report provides a timeline of the KAEVAW including the range of interventions and

well as the reach and process evaluations. Following this are reflections from the


prevention efforts. Note that there is a secondary report that accompanies

is solely dedicated to providing a detailed explanation of t

and outcomes of the KCHS Organisational Capacity Building Project in 2010

Page 11 of 32


campaign that aims to raise awareness and increase community understanding about violence

elements of the bystander approach described above; calling community

‘violence supportive attitudes’ in the local community. Violence


gender inequity)

levels of the Contributing

layer of VicHealth’s Preventing Violence Against Women Framework (2009). It sought

term approach to shift community attitudes, however did not specifically tackle

the broad issue of gender inequity. Instead, attitudes and behaviours specifically

against women were the focus of

also aligned with the National Council to Reduce Violence against

Communities are safe and free from violence,

2015, and met the many

implementation guidelines for preventing violence against women.

was the first of multiple interventions

. It was a starting point to

social bystanders and publically change

against women. From this, interventions and projects were

l League Project, White Ribbon Day events, the Business

a process evaluation as undertaken by Lime consulting supported by Women’s Health

nalysis and a number of stakeholder interviews.

including the range of interventions and

well as the reach and process evaluations. Following this are reflections from the 4


that accompanies this report. The

is solely dedicated to providing a detailed explanation of the development

in 2010.


Overview of P

Partnerships The VicHealth grant allowed for the employment of a part

approximately nine months whose role was to i

Accord document and a range of community partnerships. It also had a focus on engaging

local business.

The KAEVAW Partnership Group (KAPG), originally formed on an as needs basis to support the

project workers during 2006-09, The partnership group at this time consisted of a range of

partners who came and left over the three year period according to the focus of the projects

including:

• KCHS,

• Knox City Council (KCC),

• Women's Health East (WHE)

• Eastern Legal Community Centre

• Knox Infolink

• Knox Police

• Office of James Merlino MP for Monbulk

• Eastern Domestic Violence

• Boronia Road Uniting Church

• Anglicare

• Relationships Australia

• Eastern Football League

• Basketball Victoria and

• White Ribbon Campaign.

In 2009-2010 the Partnership group reformed its focus integrating the new information being

offered to the region regarding the prevention of violence against women

Partnership group at this time consisted of KCHS. KCC, WHE, ECLC and Knox Infolink.

Preventing Violence against Women was integrated into the 2009

Promotion Plan as a direct outcome of the work completed in the previous cycle.

7th November, 2007: Development and Central to the KAEVAW was the development of a community

and protocols known as the KAEVAW

A period of community consultation culminated

on 7th November 2007. At the Forum community members contributed to the design and

wording of the Accord. The agreed upon


Projects

grant allowed for the employment of a part-time project officer for

months whose role was to implement the project including developing the


Partnership Group (KAPG), originally formed on an as needs basis to support the

09, The partnership group at this time consisted of a range of


Knox City Council (KCC),

(WHE)

Eastern Legal Community Centre (ECLC)

Office of James Merlino MP for Monbulk

Eastern Domestic Violence Outreach Service

Uniting Church

White Ribbon Campaign.

2010 the Partnership group reformed its focus integrating the new information being

regarding the prevention of violence against women into its function.

at this time consisted of KCHS. KCC, WHE, ECLC and Knox Infolink.

Preventing Violence against Women was integrated into the 2009-2013 KCHS Integrated Health


ber, 2007: Development and Launch of the KAEVAWthe development of a community-driven commitment statement

KAEVAW to End Violence Against Women (KAEVAW).

A period of community consultation culminated in a Preventing Violence Against Women Forum


The agreed upon KAEVAW commitment statement was:

Page 12 of 32

time project officer for

mplement the project including developing the


Partnership Group (KAPG), originally formed on an as needs basis to support the

09, The partnership group at this time consisted of a range of


2010 the Partnership group reformed its focus integrating the new information being

into its function. The

at this time consisted of KCHS. KCC, WHE, ECLC and Knox Infolink. In 2009,

2013 KCHS Integrated Health


KAEVAW commitment statement

to End Violence Against Women (KAEVAW).

Violence Against Women Forum


commitment statement was:


a) My actions will not inflict violence against women

b) My actions, do not express support, or condone any form of violence against women

c) I will not remain silent about violence against women. When I see or hear about

violence against women I will not ignore, minimise, or avoid it but instead seek to

challenge it with my words and my actions

And a further statement for people signing the Accord as representatives of an organisation:

d) In my position/s of responsibility, I will be active in promoting dialogue and challenging

violence against women, and in seeking to

where it occurs

The workshop had broad representation

Councillors and staff, Community and health services, Centre link, Women’s health services,

and local churches. The speakers included

and State Labor member for Monbulk

The KAEVAW was first signed by Cr Jim Penna, Mayor City of Knox on 23 November

website for the KAEVAW was developed that

become signatories online.

Reach evaluation:

• 24 attendees at forum

• 13 of organisations represented

Women's Health East, Eastern Legal Community Cent

Nunawading Police, Office of James Merlino MP for Monbulk

Service, Uniting Church, Anglicare, Relationships Australia, and White Ribbon Campaign)

• To date there have been 2967 signatures in tota

were illegible or where no contact information was provided (the total including this

number would b closer to 5,000)

Process evaluation:

The number of signatories denote

(as at 2012) suggest that the local community is ready to challenge violence supportive

attitudes and behaviours against women. However, the partnership group noted that more

could have been done to stay in

of the project.

25th November, 2007: Inaugural Knox Commitment Day EventThe inaugural Knox Commitment Day

with a four day Knox Commitment s

Action Opposing Violence Against Women

converse with community members about violence against women and highlight this as an


My actions will not inflict violence against women

tions, do not express support, or condone any form of violence against women

I will not remain silent about violence against women. When I see or hear about


th my words and my actions.


In my position/s of responsibility, I will be active in promoting dialogue and challenging

violence against women, and in seeking to facilitate effective responses to violence

The workshop had broad representation from 24 community members including


. The speakers included Phil Cleary (advocate), Ms Jane Ashton (advocate)

State Labor member for Monbulk James Merlino.

was first signed by Cr Jim Penna, Mayor City of Knox on 23 November

was developed that allowed community members and organisations to

organisations represented on the resulting steering group (KCHS, Knox City Council,

Eastern Legal Community Centre, Knox Infolink, Knox Police,

Office of James Merlino MP for Monbulk, Eastern Domestic Violence


2967 signatures in total. This number excludes signatures that


number would b closer to 5,000)

The number of signatories denotes the success of the KAEVAW. The 2967 signatories

suggest that the local community is ready to challenge violence supportive

and behaviours against women. However, the partnership group noted that more

could have been done to stay in contact with the signatories to build on the initial momentum

25th November, 2007: Inaugural Knox Commitment Day EventKnox Commitment Day was held on 25th November, 2007 and was celebrated

ith a four day Knox Commitment stall at Knox City Shopping Centre as part of the

Action Opposing Violence Against Women. The stall provided an opportunity for volunteers to


Page 13 of 32

tions, do not express support, or condone any form of violence against women

I will not remain silent about violence against women. When I see or hear about



In my position/s of responsibility, I will be active in promoting dialogue and challenging

facilitate effective responses to violence

including Knox City


Phil Cleary (advocate), Ms Jane Ashton (advocate)

was first signed by Cr Jim Penna, Mayor City of Knox on 23 November, 2007. A

allowed community members and organisations to

resulting steering group (KCHS, Knox City Council,

, Knox Infolink, Knox Police,

, Eastern Domestic Violence


. This number excludes signatures that


67 signatories collected

suggest that the local community is ready to challenge violence supportive

and behaviours against women. However, the partnership group noted that more

ories to build on the initial momentum

25th November, 2007: Inaugural Knox Commitment Day Event was held on 25th November, 2007 and was celebrated

as part of the 16 Days of

The stall provided an opportunity for volunteers to



area of concern in our community.

ribbon and to sign the KAEVAW

violence against women. Community Representatives, or those in positions of management or

responsibility, were further asked t

challenging violence against women, and in facilitating effective responses to violence where it

occurs’. Community leaders including

the Melbourne Victory A-League Football Club

the stall.

Reach evaluation:

• 110 KAEVAW signatories

• Over 400 of white ribbons sold

• 4 articles across 2 local newspapers

• Event attended by 1 community leader and 2 professional

Process evaluation:

During the Knox Commitment Day

were approached, as opposed to targeting those of a

interactions with community members during the

amongst shoppers were mixed. There were people engaged in learning about and signing the

Accord and others chose not to partake in the initiative. The event provided an insight int

community readiness to take action to oppose violence against women at a time when this social

health and gender equity issue was relatively undiscussed.


During 2008 efforts to engage businesses, particularly those fro

real estate, and hospitality industries, in the prevention of violence against women commenced.

A variety of strategies were used to engage local businesses to challenge attitudes that support

violence and to adopt appropriate responses to violence against women. These included send

Business Information Packs and

Rotary clubs (see further on). T

project.

Reach evaluation:

• 79 Business Information packs sent

brochures localised for Knox

• 2 businesses (run by women with experience/understanding of family violence) were

involved in the project and were supported.


our community. Community Members were encouraged to purchase a white

to pledge to not commit condone or remain silent about


responsibility, were further asked to commit to being ‘active in promoting dialogue and


Community leaders including James Merlino MP for Monbulk, along with

League Football Club and the Hawthorn Football Club were guests at

signatories

Over 400 of white ribbons sold

4 articles across 2 local newspapers

Event attended by 1 community leader and 2 professional sportsmen

Knox Commitment Day stall at Knox City Shopping Centre all those that walked by

were approached, as opposed to targeting those of a particular age, ethnicity or gender.

with community members during the 4 day event demonstrated that attitudes

mixed. There were people engaged in learning about and signing the

chose not to partake in the initiative. The event provided an insight int


issue was relatively undiscussed.


During 2008 efforts to engage businesses, particularly those from automotive, finance, fitness,



appropriate responses to violence against women. These included send

and promotion at the Blokes Big Breakfast event

Two organisations expressed an interest in

79 Business Information packs sent to interested businesses including posters and

brochures localised for Knox

2 businesses (run by women with experience/understanding of family violence) were

nd were supported.

Page 14 of 32

Members were encouraged to purchase a white

to pledge to not commit condone or remain silent about


o commit to being ‘active in promoting dialogue and


ong with players from

d the Hawthorn Football Club were guests at

sportsmen

stall at Knox City Shopping Centre all those that walked by

particular age, ethnicity or gender. The

event demonstrated that attitudes

mixed. There were people engaged in learning about and signing the

chose not to partake in the initiative. The event provided an insight into the


m automotive, finance, fitness,



appropriate responses to violence against women. These included sending

the Blokes Big Breakfast event and presentation at

being involved in the

including posters and

2 businesses (run by women with experience/understanding of family violence) were


Process evaluation;

Given the small number of businesses expressing an interest in the prevention of violence

against women, this was the least successful project that stemmed from the

from this project included reducing the amount of written material, the need to involve business

in the development of the project and materials

one business first before targeting others.


Education sessions were run by a project worker who is a survivor of violence against women

The sessions included information

businesses could become involved in the issues and work to reduce risk of

women and respond to it if it was occurring

the events

Reach evaluation:

• Education session at 5 Rotary clubs

• Education session with over 50 members of Women of the

Process evaluation:

Rotary clubs responded well to the presentations which included information

session with the”Women of the East” EFL led to 2 women seeking counselling support and to

support for a project with the EFL (below)


In 2009 KCHS received a small Community Development Grant form Knox City Council that

allowed the employment of a part time Project officer for four months to work with sporting clubs

and Ambassadors.

On July 4th 2009, three EFL grounds hosted

understanding of family violence amongst their membership.

encouraged to take active responsibility to end violence against women within the male

dominate environment of football clubs.

The lead up to the event involved meetings with 5 of the six clubs (those within the Knox area)

including attendance at training nights for senior teams

the event and its purpose. Leadership groups in the senior teams were also engaged to identify

potential champions and club volunteers to help with signature collecting.



against women, this was the least successful project that stemmed from the

reducing the amount of written material, the need to involve business

in the development of the project and materials, and starting off small by focusing

one business first before targeting others.


essions were run by a project worker who is a survivor of violence against women

The sessions included information from a survivor’s perspective as well as information on how

businesses could become involved in the issues and work to reduce risk of

women and respond to it if it was occurring. Business information packs were distributed at

Education session at 5 Rotary clubs

over 50 members of Women of the Eastern Football

Rotary clubs responded well to the presentations which included information


support for a project with the EFL (below)




three EFL grounds hosted a KAEVAW Day to improve awareness and

understanding of family violence amongst their membership. More specifically, men were

encouraged to take active responsibility to end violence against women within the male

inate environment of football clubs.


including attendance at training nights for senior teams where information was provided about

Leadership groups in the senior teams were also engaged to identify

potential champions and club volunteers to help with signature collecting.

Page 15 of 32


against women, this was the least successful project that stemmed from the KAEVAW. Lessons

reducing the amount of written material, the need to involve business

, and starting off small by focusing attention on

essions were run by a project worker who is a survivor of violence against women

from a survivor’s perspective as well as information on how

businesses could become involved in the issues and work to reduce risk of violence against

. Business information packs were distributed at

Eastern Football League (EFL)

Rotary clubs responded well to the presentations which included information. The education




to improve awareness and

More specifically, men were

encouraged to take active responsibility to end violence against women within the male-


where information was provided about

Leadership groups in the senior teams were also engaged to identify


The KAEVAW Day events involved catered luncheons, guest speakers, players wearing white

arm bands to demonstrate their support for the

KAEVAW Ambassadors and the football clubs,

KAEVAW banners. The KAEVAW

radio broadcast, website advertising, local newspaper, and TV m

Consideration was given to ensure that women who were experiencing family violence were not

further endangered. As such, gender

to view privately. A female counsellor with expertise in

football ground to ensure support was available to women if needed

Reach evaluation:

• Approximately 1500 people from

Day

• 486 KAEVAW signatories

• Approximately 500 service pamphlets taken from the toilets (400 females, 100 males)

• 270 attended the luncheons at the 3 grounds

• 8 Ambassadors attended the day

• 200 KAEVAW Sherrin football given to children

• 10 episodes of media coverage (6

TV mention; 1 x article in the football record; advertised on EFL website)

• Featured in the Footy Recor

Process evaluation:

The KAEVAW Day achieved its goal of raising the awareness of

women as a community issue

Following the event there was a vigorous on

the EFL website re the issue of violence against women and related statistics

promoted during the period leading up and on the day itself.

contributors were male. Whilst some questione

intimate partner violence has on women and the strong leadership role the EFL was taking,

other men fully supported the Accord and acknowledged the role men can play in ending

violence against women. Stakeholder

challenging debate:

“It was meaningful in that the issue was being discussed openly and it brought

the issue to the forefront for some”


events involved catered luncheons, guest speakers, players wearing white

their support for the KAEVAW, award ceremonies to celebrate

Ambassadors and the football clubs, football giveaways to children by players and

KAEVAW Day also appeared in number of media activities including

radio broadcast, website advertising, local newspaper, and TV mention.


further endangered. As such, gender-specific information was available in the toilets for women

A female counsellor with expertise in family violence also

to ensure support was available to women if needed.

people from 6 football clubs across 3 grounds attended the

signatories were gained

500 service pamphlets taken from the toilets (400 females, 100 males)

270 attended the luncheons at the 3 grounds

attended the day

Sherrin football given to children

10 episodes of media coverage (6 x articles in local paper; 1 x live radio broadcast; 1

article in the football record; advertised on EFL website)

Featured in the Footy Record (60,000 copies distributed across the eastern region)

achieved its goal of raising the awareness of preventing violence against

Following the event there was a vigorous on-line discussion generated on the forum page of

the EFL website re the issue of violence against women and related statistics

promoted during the period leading up and on the day itself. The majority of the forum

contributors were male. Whilst some questioned and disputed the statistics and the impact



Stakeholders and partners interviewed said it


the issue to the forefront for some”

Page 16 of 32

events involved catered luncheons, guest speakers, players wearing white

, award ceremonies to celebrate

football giveaways to children by players and

also appeared in number of media activities including


ecific information was available in the toilets for women

also attended each

attended the KAEVAW

500 service pamphlets taken from the toilets (400 females, 100 males)

live radio broadcast; 1 x

article in the football record; advertised on EFL website)

d (60,000 copies distributed across the eastern region)

violence against

generated on the forum page of

the EFL website re the issue of violence against women and related statistics that had been

The majority of the forum

d and disputed the statistics and the impact



s and partners interviewed said it was a heated and



“It was in my mind an indicator of the success of the event that

particularly men really thinking about the issue and being prepared to challenge

narrow and somewhat misogynist views”

While partners and Ambassadors agreed that the focus of the strategy was the event on the

day (given limits to resources

sustainability of the project. Since the day little ongoing activity has occurred

reference to the Accord has been removed from the EFL website.

“The concept of using the EFL was a great idea as a key place to engage however

the level of engagement was superficial and not sustainable. Perhaps it would

have been better to build relationships with one club and work outwards”

“It was good to get bu

we could have built something cyclical and sustainable”

From the perspective of the EFL, the game day was a highly worthy activity to be involved in

‘it’s about how we raise awareness of the i

from the Accord partners would have been good in keeping the issue in profile.

efforts would have required further funding to be have been secured.

After the EFL KAEVAW Day, the Eastern Basketball

to replicate a similar event at a high profile game. However, this was event did not eventuate

due to issues with resources

Approximately 500 people were introduced to the

experience highlighted the importance of planning and sustainability when working within the

sporting club context.


As part of the efforts to gain signatories for the

phase for KAEVAW Ambassadors. The recruitment strategy was a presentation at Knox City

Council (KCC) to recruit Knox City

managers. The aim was to identify male leaders

supporting others to participate in the prevention of violence against women, and speak

publically about this community issue.

All the KAEVAW Ambassadors completed a 2 hour training session to provide them with

detailed information about the KAEVAW

and responsibilities, and guidelines for public speaking about this issue. Additional information


“It was in my mind an indicator of the success of the event that


narrow and somewhat misogynist views”


day (given limits to resources), some stakeholders questioned questioned the lack of

Since the day little ongoing activity has occurred

reference to the Accord has been removed from the EFL website.




“It was good to get buy in and raise awareness but it would have been better if

we could have built something cyclical and sustainable”

From the perspective of the EFL, the game day was a highly worthy activity to be involved in

‘it’s about how we raise awareness of the issue.’ They also commented that more follow up

from the Accord partners would have been good in keeping the issue in profile.

efforts would have required further funding to be have been secured.

, the Eastern Basketball League approached the partnership group


resources. Instead information was made available

500 people were introduced to the KAEVAW at this basketball game. This



As part of the efforts to gain signatories for the KAEVAW, there was a recruitment and training

Ambassadors. The recruitment strategy was a presentation at Knox City

City Councillors, the KCC Chief Executive Officer and

managers. The aim was to identify male leaders to champion the message of the


publically about this community issue.

rs completed a 2 hour training session to provide them with

KAEVAW Project, violence against women, ambassador roles

and guidelines for public speaking about this issue. Additional information

Page 17 of 32

“It was in my mind an indicator of the success of the event that it got people,



questioned the lack of

Since the day little ongoing activity has occurred with the EFL and




y in and raise awareness but it would have been better if

From the perspective of the EFL, the game day was a highly worthy activity to be involved in –

They also commented that more follow up

from the Accord partners would have been good in keeping the issue in profile. Such follow-up

League approached the partnership group


nstead information was made available at the game.

at this basketball game. This


, there was a recruitment and training

Ambassadors. The recruitment strategy was a presentation at Knox City

fficer and KCC

champion the message of the KAEVAW by


rs completed a 2 hour training session to provide them with

Project, violence against women, ambassador roles

and guidelines for public speaking about this issue. Additional information


was provided to the KAEVAW Ambassadors via a resource kit to support their role in

encouraging the community to prevent violence against women.

Reach evaluation:

• 11 ambassadors recruited (5 x Knox City Councillors; 3 x Chief Executive Officers

KCHS and EFL); 1 x Senior Sergeant; 1 x senior manager; 1 x Minister of Religion).

• 11 ambassadors completed the training

• 2 ambassadors regularly presented (including presentation to Women’s Health West

Family Violence Network, and Boroondara

Process evaluation:

The recruitment strategy successfully encouraged prominent members within KCC and the

Knox community to become signatories to the

publicly spoken about violence again

Council meetings, other community meetings and community activities, others did not actively

adopt their role as an ambassador.

ambassadors being insufficient.

KAEVAW Ambassadors Project.

Two partners interviewed in 2010 commented

to align with redefined and agreed values and principles to underpin the Accord and associated

work going forward.

“We need to pare it right back. The Ambassadors are unprepared because there

have been no core discussions with them re ‘men’s privilege’

means in terms of gender balance and equity

prior to commenting on men’s behaviour and violence”

Conceptually this was supported by two Ambassadors who agreed that there needs to be a

broader consideration of the root causes of violence and how violence is perceived culturally in

the community.

“There is a culture of violence in sport which needs to be addressed in the longer

term. We could learn from approaches like the drink driving campaign which

were very long term and very successful”

2010: Process Evaluation of KAEVAW


Ambassadors via a resource kit to support their role in

encouraging the community to prevent violence against women.

ambassadors recruited (5 x Knox City Councillors; 3 x Chief Executive Officers

; 1 x Senior Sergeant; 1 x senior manager; 1 x Minister of Religion).

11 ambassadors completed the training

2 ambassadors regularly presented (including presentation to Women’s Health West

Family Violence Network, and Boroondara Family Violence Network)

strategy successfully encouraged prominent members within KCC and the

Knox community to become signatories to the KAEVAW. While some of the ambassadors ha

publicly spoken about violence against women in events held at football clubs, RSL, Probus,


adopt their role as an ambassador. This was possibly a result of the training and support for

eing insufficient. Resource limitations prevented ongoing support for the

Ambassadors Project.

interviewed in 2010 commented that any future work with Ambassadors need



have been no core discussions with them re ‘men’s privilege’

means in terms of gender balance and equity – they need to understand this

prior to commenting on men’s behaviour and violence”


the root causes of violence and how violence is perceived culturally in



y long term and very successful”

Process Evaluation of KAEVAW

Page 18 of 32

Ambassadors via a resource kit to support their role in

ambassadors recruited (5 x Knox City Councillors; 3 x Chief Executive Officers (KCC,

; 1 x Senior Sergeant; 1 x senior manager; 1 x Minister of Religion).

2 ambassadors regularly presented (including presentation to Women’s Health West

Family Violence Network)

strategy successfully encouraged prominent members within KCC and the

While some of the ambassadors have

football clubs, RSL, Probus,


This was possibly a result of the training and support for

limitations prevented ongoing support for the

future work with Ambassadors needed



have been no core discussions with them re ‘men’s privilege’ and what this

they need to understand this


the root causes of violence and how violence is perceived culturally in




What is the Accord?

Varied responses were gathered from stakeholders when they were asked to describe the

Know Accord. Those in the partnership group, unsurprisingly, were more able to

concise view than other stakeholders (for example those from the EFL or Ambassadors) whose

involvement was more limited and generally in relation to one specific project. Opinions varied

as to whether the Accord was ‘

who drove the process and who are committed to the outcomes. All agreed that it would be

useful to discuss and reaffirm a vision and shared view of the Accord going forward.

Partners viewed the Accord as:

“A commitment statement that individuals or groups sign that says you will not

condone or stay silent about violence against women”

“A partnership of agencies who deal with these issues on a daily basis who are

keen to raise awareness and change the way that the communi

issues”

“A group of people that want to minimise the number of women experiencing

violence”

Those consulted described limited evidence of knowledge of the Accord outside of the

immediate partners in the local community

met with a group of maternal and child health nurses recently

Accord.’ However Project staff and the Partnership group reported great interest

knowledge of the KAEVAW from

provided to Women’s Health service

there were several other similar

The initial project worker was acknowledged

which engaged members of the initial Partnership Group and set things in motion. However, as

with most projects of this type, a funding lack and changes in staff presented challenges for the

Project as new staff ‘needed to be brought up to speed each time’

momentum around the time of the second project worker due in part to the

business project’.

Recognised as a successful outcome of the various projects,

2007. According to partners it is valuable because:

“It provides a significant ‘number’ which is tangible and can be utilised for future

purposes……..very good for media releases etc”

“Signatories are always of interest to

is wide support for a movement or a call for change”



Know Accord. Those in the partnership group, unsurprisingly, were more able to



as to whether the Accord was ‘the piece of paper and commitment statement or



statement that individuals or groups sign that says you will not

condone or stay silent about violence against women”


keen to raise awareness and change the way that the communi



in the local community. As an example one stakeholder commented:

met with a group of maternal and child health nurses recently – none were aware of the

However Project staff and the Partnership group reported great interest

knowledge of the KAEVAW from other organisations, for example several

provided to Women’s Health services and other Local Councils on the Accord

other similar requests that could not be met.

The initial project worker was acknowledged as having generated a lot of energy and enthusiasm



needed to be brought up to speed each time’ plus ‘the project lost some

momentum around the time of the second project worker due in part to the

Recognised as a successful outcome of the various projects, 2967 have signed the Accord since

2007. According to partners it is valuable because:


purposes……..very good for media releases etc”

“Signatories are always of interest to the media and help to establish that there

is wide support for a movement or a call for change”

Page 19 of 32


Know Accord. Those in the partnership group, unsurprisingly, were more able to articulate a



mmitment statement or ‘the people’



statement that individuals or groups sign that says you will not


keen to raise awareness and change the way that the community sees these



. As an example one stakeholder commented: ‘I

none were aware of the

However Project staff and the Partnership group reported great interest and

several presentations were

on the Accord during 2009 and

as having generated a lot of energy and enthusiasm



the project lost some

momentum around the time of the second project worker due in part to the less successful

signed the Accord since


the media and help to establish that there


“It is a demonstrated outcome that is easily recognisable and understood

broader message to people who had little prior knowledge of family violence

issues”

“It is an important document and we can use the number of signatories to

promote the project.’ ‘It is highly representative of what was done”

“Targets were achieved and we were able to celebrate”

While the number is effective as a publicity tool, some comm

collection of data and the ongoing engagement of signatories. Given the limited resources

minimal data was collected at the time of the process evaluation

“Better data could have been collected and the signatories kept more

for example update emails once a month reminding them of the Accord …keeping

the message alive”

“The momentum was lost. If we had the time again we would have developed the

process differently”

However since the time of this evaluation the

mail out sent via email alerting people to the local Prevention of Violence activities, such as

White Ribbon day. There is also now an automatic update sent to signatories of the Accord.

However the Accord is not currently being promoted.

for any future endeavours and they will be contacted again to promote events for White R

Day in 2013.

Women involved in the Projects

The Evaluation Steering Group members were interested in the experiences and stories of

women involved in the KAEVAW

women had seen or come into c

small and what may be the drivers to support future impacts from the Accord. The evaluation

asked women who worked in partner organisations or who had other connections to the Accord

projects (football clubs) to describe their experiences and thoughts regarding ‘selling’ the

Accord and its messages.


“It is a demonstrated outcome that is easily recognisable and understood


It is an important document and we can use the number of signatories to


“Targets were achieved and we were able to celebrate”

is effective as a publicity tool, some comments were made regarding the


at the time of the process evaluation.

“Better data could have been collected and the signatories kept more



However since the time of this evaluation the KAEVAW signatures have been collated and


There is also now an automatic update sent to signatories of the Accord.

However the Accord is not currently being promoted. This is now a viable

and they will be contacted again to promote events for White R

Women involved in the Projects


KAEVAW and associated projects. They wanted to know whether the

women had seen or come into contact with changes in men’s attitudes or behaviour, however



to describe their experiences and thoughts regarding ‘selling’ the

Page 20 of 32

“It is a demonstrated outcome that is easily recognisable and understood –


It is an important document and we can use the number of signatories to


ents were made regarding the


“Better data could have been collected and the signatories kept more engaged,



signatures have been collated and one


There is also now an automatic update sent to signatories of the Accord.

This is now a viable email interest group

and they will be contacted again to promote events for White Ribbon


and associated projects. They wanted to know whether the

ontact with changes in men’s attitudes or behaviour, however



to describe their experiences and thoughts regarding ‘selling’ the


Gaining signatories to the Accord in community venues like shopping centres was a more

random process and the people (including men) encountered by the women were generally

willing to sign. The EFL event was more targeted and efforts were made to engage in

with men in spreading the Accord message. Generally speaking most agreed that selling the

message as a woman was occasionally difficult and challenging particularly in the overtly male

football culture.

“I was surprised at the responses from

somewhat disheartened at times. It was hard to keep pushing the message … it

still seems like we have such a long way to go …”

“Some men saw it as a taboo area and our approach intrusive which was quite

confronting”

“It was quite a blokey place, I would have felt better if we had done it in pairs”

However, while this may have been challenging, female stakeholders agreed that using ‘male

orientated’ venues (e.g. football clubs, cricket clubs) to conduct activities such as t

optimal and a key strength of the approach used.

“It was good that we came to the audience and the young men were exposed to

these ideas in a safe environment. For some these would have been confusing

and challenging concepts”

One female partner commented that they encountered better responses from younger men

which, for them, signalled positivism and hope for attitudinal change in the future. Younger

“Engaging the Football Clubs Committee of Management was both straightforward

and challenging, depending on the attitudes and commitment of the individuals on

the committee. Of the clubs we worked with, all the committee members were

male. The football club

identified quickly the issues that women face in a male dominated environment.

From this point of view, being a woman was not a barrier to the work. However,

clubs that were more focussed on the sport

the project, and struggled with the nature of project. In these circumstances, it as

helpful to use gender neutral language initially when trying to engage the men.

Once rapport was established and understanding

to include the gendered nature of this issue into the discussion. Approaching men

about the issue was generally difficult if a relationship wasn’t established, for

example, trying to get signatories for the Accord in a publi

difficult and intimidating at times. The notion of men taking on this role would be

very useful”.




willing to sign. The EFL event was more targeted and efforts were made to engage in



“I was surprised at the responses from men encountered (EFL event) and


still seems like we have such a long way to go …”


quite a blokey place, I would have felt better if we had done it in pairs”


orientated’ venues (e.g. football clubs, cricket clubs) to conduct activities such as t

optimal and a key strength of the approach used.



and challenging concepts”

r commented that they encountered better responses from younger men


Engaging the Football Clubs Committee of Management was both straightforward



male. The football clubs that identified themselves as a ‘family’ organisation



clubs that were more focussed on the sport itself were less clear about their role in



Once rapport was established and understanding improved however, it was easier



example, trying to get signatories for the Accord in a public venue, was very


Page 21 of 32



willing to sign. The EFL event was more targeted and efforts were made to engage individually



men encountered (EFL event) and



quite a blokey place, I would have felt better if we had done it in pairs”


orientated’ venues (e.g. football clubs, cricket clubs) to conduct activities such as these is



r commented that they encountered better responses from younger men


Engaging the Football Clubs Committee of Management was both straightforward



s that identified themselves as a ‘family’ organisation



itself were less clear about their role in



improved however, it was easier



c venue, was very



men were more likely to go on and further discuss the issues as evidenced by feedback from

one of the football club presidents

“Mother’s told me of the conversations they had with their sons …it provided them

with a venue to talk about ways their sons should be treating women”

“Some of the mothers of players informed us that their sons had come h

discussed the issue of violence against women with their mothers”

Women involved in the project largely agreed that the way forward involves a process of

building the capacity and knowledge of men to be active in addressing the power imbalance

and preventing violence against women.

“In a way we needed to empower men to be the ones to affect change, it can

also be seen as a men’s health issue”

“There has been a growing recognition that the role of men is crucial in changing

unequal power relations. In particular, involving men in movements to end

violence against women, focusing on men’s roles and responsibilities and emphasis

on men as part of the solution to combat violence against women has gained

increased attention in the last several

However, as one stakeholder noted, it is important to also ensure that men can hear the

message from the voices and experiences of women as well, and that both men and women

need to be effective in initiating and responding to significant cultura

“If we are to alter the distribution of power, both parties need to be involved and

develop new skills in shifting the existing power imbalance.”


The Knox Accord Organisational Capacity

and KAEVAW partnership group decided to take an internal focus

capacity to address violence against women as a population health issue for women living in

Knox in their own organisations

building activities. During this time KCC received a grant to work on a separate project

1 KAEVAW & Eastern Football League Project Evaluation Report2 United Nations Economic and Social Commission for Asia and the PacificViolence against Women in Partnership with Men



of the football club presidents



“Some of the mothers of players informed us that their sons had come h

discussed the issue of violence against women with their mothers”1



nd preventing violence against women.


also be seen as a men’s health issue”


relations. In particular, involving men in movements to end



increased attention in the last several years”2



need to be effective in initiating and responding to significant cultural change.


develop new skills in shifting the existing power imbalance.”


Knox Accord Organisational Capacity Building Project (KAOCBP) commenced

and KAEVAW partnership group decided to take an internal focus on developing organisational


tions . Each organisation commenced a range of internal capacity


Eastern Football League Project Evaluation Report 2009 United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), Discussion Papers, Series15 Elimination of

Women in Partnership with Men 2003

Page 22 of 32




“Some of the mothers of players informed us that their sons had come home and





relations. In particular, involving men in movements to end





l change.


commenced when KCHS

on developing organisational


Each organisation commenced a range of internal capacity


(ESCAP), Discussion Papers, Series15 Elimination of


involving capacity building and both ECLC and Knox Info Link worked towards some changes in

their organisations.

The goals and objectives for the KCHS project are below:

KAOCBP goals

Drawing in VicHealth’s Framework To Prevent Violence Against Women

the KAOCBP were to:

1. Strengthen KCHS’s demonstrated organisational commitment to the prevention of


2. Strengthen supportive systems of effective coordinated support for women experiencing

violence across KCHS.

3. Address attitudinal support of violence again

KAOCBP objectives

1. Strengthen organisational leadership

women including through relevant policies and procedures,

as through systems which support staff in developing and

below.

2. Increase staff confidence in their roles in identifying and responding to violence against

women (across all KCHS service areas).

3. Increase staff awareness about how to fulfil their specific roles in responding to vio

against women and family violence.

4. Increase staff knowledge of the prevalence and seriousness of violence against women.

5. Encourage staff to challenge potential

responsible, and/or which justify or excuse

6. Increase staff understanding of the range of behaviours which constitutes violence against

women and family violence.

7. Increase staff understanding of gender inequity and unequal relationships between men

and women as key social determinants of violence against women.

Activities

• PVAW Working Group (Jan 2011)

• KCHS Commitment Statement on PVAW (Sept 2011)

• KCHS PVAW Flow Chart (referral pathways)

• PVAW staff resource

• Secondary consultation



The goals and objectives for the KCHS project are below:

Framework To Prevent Violence Against Women (2009a), the goals for

Strengthen KCHS’s demonstrated organisational commitment to the prevention of

Strengthen supportive systems of effective coordinated support for women experiencing

Address attitudinal support of violence against women.

organisational leadership consistent with prevention of violence against

women including through relevant policies and procedures, community promotion as well

as through systems which support staff in developing and sustaining the capacities listed

Increase staff confidence in their roles in identifying and responding to violence against

women (across all KCHS service areas).

Increase staff awareness about how to fulfil their specific roles in responding to vio

against women and family violence.

Increase staff knowledge of the prevalence and seriousness of violence against women.

Encourage staff to challenge potential misconceptions suggesting women are

and/or which justify or excuse the actions of those who perpetrate violence.

Increase staff understanding of the range of behaviours which constitutes violence against

women and family violence.

Increase staff understanding of gender inequity and unequal relationships between men

key social determinants of violence against women.

PVAW Working Group (Jan 2011)

KCHS Commitment Statement on PVAW (Sept 2011)

(referral pathways)

Page 23 of 32


(2009a), the goals for

Strengthen KCHS’s demonstrated organisational commitment to the prevention of

Strengthen supportive systems of effective coordinated support for women experiencing

consistent with prevention of violence against

community promotion as well

sustaining the capacities listed

Increase staff confidence in their roles in identifying and responding to violence against

Increase staff awareness about how to fulfil their specific roles in responding to violence

Increase staff knowledge of the prevalence and seriousness of violence against women.

suggesting women are

actions of those who perpetrate violence.

Increase staff understanding of the range of behaviours which constitutes violence against

Increase staff understanding of gender inequity and unequal relationships between men


• Additional screening re violence against women

• All of staff professional development (September 2011)

• Professional development peer lunches (April 2012)

• Oral Health Service mini project

Evaluation

A mixed methods design was utilised to evaluate the KAOCBP.

collection design included:

1. A process commentary of the work undertaken to conceptualise and implement the

KAOCBP. This rich data source availed an understanding of the processes, challenges and

opportunities involved in concep

2. A “before and after” quantitative data collection regarding KCHS staff’s views and beliefs

about violence against women

appropriateness of the range of capacity

regarding violence against women; and,

3. Two focus groups with KCHS staff in order to qualitatively examine their thoughts and

responses to the capacity development undertaken.

Ethics approval was from the Monash

(MUHREC). An amendment was then subsequently obtained to include the relevant qualitative

data collection methods.

A full research report is available

Findings

Goal 1: Strengthen KCHS’s demonstrate


• There have been changes, but these have not been found (within the current

quantitative methodology) to be significant statistically.

• In contrast, the focus group findings

• There have been changes in systems (screening question at intake, commitment

statement and tools implemented across staff teams for identifying and responding to

‘family violence’) across KCHS to support the prevention of violence against women

Goal 2: Strengthen supportive systems of effective co

experiencing violence across KCHS

• Qualitative data also suggested increases in relation to staff awareness, confidence and

knowledge in undertaking their role, but not necessarily across all people and teams.


ence against women

All of staff professional development (September 2011) (including Gender equity)

Professional development peer lunches (April 2012)

mini project

A mixed methods design was utilised to evaluate the KAOCBP. As such, the evaluation

A process commentary of the work undertaken to conceptualise and implement the


opportunities involved in conceptualising and implementing the KAOCBP;

quantitative data collection regarding KCHS staff’s views and beliefs

about violence against women, as well as their views regarding the effectiveness and

appropriateness of the range of capacity development activities undertaken across KCHS

egarding violence against women; and,

ocus groups with KCHS staff in order to qualitatively examine their thoughts and

responses to the capacity development undertaken.

the Monash University Human Research Ethics Committee


A full research report is available separately.

Goal 1: Strengthen KCHS’s demonstrated organisational commitment to the prevention of

here have been changes, but these have not been found (within the current

quantitative methodology) to be significant statistically.

ocus group findings found an improvement in leadership and systems

changes in systems (screening question at intake, commitment


across KCHS to support the prevention of violence against women

Goal 2: Strengthen supportive systems of effective co-ordinated support for women

experiencing violence across KCHS

Qualitative data also suggested increases in relation to staff awareness, confidence and


Page 24 of 32

(including Gender equity)

As such, the evaluation data

A process commentary of the work undertaken to conceptualise and implement the


ing and implementing the KAOCBP;

quantitative data collection regarding KCHS staff’s views and beliefs

as well as their views regarding the effectiveness and

development activities undertaken across KCHS

ocus groups with KCHS staff in order to qualitatively examine their thoughts and

earch Ethics Committee


d organisational commitment to the prevention of

here have been changes, but these have not been found (within the current

leadership and systems.

changes in systems (screening question at intake, commitment


across KCHS to support the prevention of violence against women.

ordinated support for women

Qualitative data also suggested increases in relation to staff awareness, confidence and



• It may be beneficial to provide

the more defined roles (especially intake and counselling services)

awareness.

Goal 3: Address support of violence against women

• The qualitative data suggested these that staff and managers perceived some increased

awareness in the organisation about the extent and seriousness of the issue.

• Within the “culture of acceptance” discussed above, staff were more likely to feel

comfortable raising issues relevant to violence against women within the organisation,

suggesting an increased recognition of its relevance across professional and personal

spheres.


It may be beneficial to provide specific supports, training and tools for teams

the more defined roles (especially intake and counselling services)

Goal 3: Address support of violence against women

The qualitative data suggested these that staff and managers perceived some increased

ss in the organisation about the extent and seriousness of the issue.

Within the “culture of acceptance” discussed above, staff were more likely to feel


ncreased recognition of its relevance across professional and personal

Page 25 of 32

specific supports, training and tools for teams that have

the more defined roles (especially intake and counselling services) to help increase this

The qualitative data suggested these that staff and managers perceived some increased

ss in the organisation about the extent and seriousness of the issue.

Within the “culture of acceptance” discussed above, staff were more likely to feel


ncreased recognition of its relevance across professional and personal

Timeline

Date Project Stages Funding source Reach Evaluation Process Evaluation

End of

2007

Development

and Launch of

the KAEVAW

• KAEVAW partnership

formed

• Forum at The Basin

• Steering group for

Accord established

• Development of the

KAEVAW commitment

statement

VicHealth’s Respect,

Responsibility and

Equality: Preventing

Violence Against Women

funding program

• No. of partnership

organisations

• No. of attendees at forum

• No. of organisations

represented in steering group

• No. of signatories to date

• Assessment of community

readiness to challenge

attitudes and behaviours

supportive of violence

against women (interviews

/focus group)

November

2007

Inaugural

Knox

Commitment

Day Event

• Inaugural Knox

Commitment Day as part

of 16 days of Action

Opposing Violence

Against Women: stall at

Knox City Shopping

Centre


Responsibility and



funding program

• No. of new signatories

• No. of white ribbons sold

• Extent of media coverage

• Attendance by community

leaders and professional

sportsmen

• Reactions to the KAEVAW

from shoppers

2008 Business

Project

• Attempts to engage local

business

• Businesses that

expressed an interest in

the project supported


Responsibility and



funding program

• No. of Business Information

sent

• No. of businesses engaged

• Improvements for working

with businesses in the future

(interviews /focus group)

2008 Community

Presentations

• Presentations at Rotary

clubs, and Women of the

Eastern Football League

with a project worker

who was a survivor of

A part of the VicHealth’s

Respect, Responsibility

and Equality: Preventing


funding program.

• No. of presentations •



2009 Eastern

Football

League (EFL)

Project

• Engagement of local

Football Clubs

• EFL KAEVAW Day event

• Eastern Basketball

League event

2009 Ambassadors

Project

• Ambassadors recruited

• Ambassadors trained

• White Ribbon Day events

• Ambassadors present

within their own settings

2010-2012 KAEVAW

Organisational

Capacity

Building

Project

• Facilitation through the

KAEVAW Partnership

Group for organisational

focus across partners on

Capacity Building

internally

• Demonstration of

organisational capacity

building work at KCHS

and KCC

End Violence Against Women Evaluation Report 2013. Page 27 of 32


local

vent

Knox City Council

Community Development

Fund

• No. of EFL clubs hosting an

event

• No. of people attending event

• No. of people attending

luncheon

• No. of footballs given away

• No. of brochures taken from

toilets

• No. of new signatories

• Extent of media coverage

Ambassadors recruited

Ambassadors trained

events

Ambassadors present

within their own settings

Knox City Council

Community Development

Fund (as part of the above

grant)

• No. of ambassadors

• No. of ambassadors that

completed the training

• % of ambassadors who have

given presentations

Facilitation through the

Partnership

for organisational

partners on

organisational capacity

building work at KCHS

Part of KCHS Integrated

Health Promotion funding

• No. of staff who attended

Professional Development

session

No. of EFL clubs hosting an

people attending event

No. of footballs given away

No. of brochures taken from

• Extent to which the events

achieved their goal of raising

awareness of violence

against women being a

community issue (interviews

/focus group)

• Improvements for increasing

the sustainability of projects

with sporting clubs

(interviews /focus group)

% of ambassadors who have

• Ambassador engagement in

role of supporting the

prevention of violence

against women (interviews

/focus group)

Professional Development

• Staff satisfaction with

training (survey)

• Staff/management focus

group experience and

recommendations after 1

year of the project

• KAEVAW Partners’

experience and learnings

from the process (focus

group)

Reflections

What was Achieved

Awareness raising

The KAEVAW successfully introduced the local community to the social health issue of violence

against women. It was a mechanism to gauge community attitudes and readiness regarding

violence against women that subsequently created momentum for future programs, such as

the EFL and Ambassadors projects, to be developed. In 2007, when the KAEVAW was initially

developed, preventing violence against women was not a well publicised issue. The awareness

raising work done since then has contributed to the prevention of violence against women

being a popular point of discussion across the community. Now that there is an understanding

of and desire to change the status of violence directed towards women in the community,

strategies that are greater in reach, and target social determinants are able to be

implemented.

Social norms

While it cannot be determined if there has been a change in the social norms regarding

violence against women in the City of Knox, the number of KAEVAW signatories suggests that

there is a strong community intolerance towards this type of behaviour. Fostering non-violent

social norms was one of the three prevention strategies released by VicHealth in 2007.

Working as a partnership

The 5 core members of KAEVAW Partnership Group (formerly Steering group) have worked

collaboratively and cooperatively since 2007 on multiple projects to prevent violence against

women. While there has been mixed success across the projects, the partnership group

remained intact and engaged. However, as the partnership was established 6 years ago and

the profile of preventing violence against women has changed, a time has come were the

direction of future prevention efforts for the partner organisations requires consideration.

Engaging a male-dominated setting

The EFL Project brought violence against women into the spotlight within a male-dominated

setting; Australian Rules Football. The success of this project was at least in part attributed to

engaging staff from across the levels in the EFL and the clubs. Initial conversations with the

CEO of the EFL were important for gaining support of the organisation. The EFL participated in

the planning meetings for the KAEVAW Day and a member of the EFL became an Ambassador.

The engagement of the EFL brought the issue into a male-dominated arena and used the


football clubs, players, and ambassadors as vehicles to generate a social norm that does not

support violence against women

What was Learnt

Engaging businesses

The Business Project was not adopted by businesses

engagement by local businesses regarding why and how they could work to prevent violence

against women. This lack of engagement from businesses may

companies to implement initiatives to address violence agonist women at the time of the

project. Additionally, committing to delivering programs to

requires a level of resources (i.e., having

that are often not accessible/available in organisations

violence against women has now been in the public arena for a number of years, workplaces

may now be in a position to consider implementing changes to systems and policies to support

the prevention of violence against women.

the Together for Equality and Respect strategy.

Sustainability

There is a consensus that addressing violence against women requires a long

While the KAEVAW had potential to maintain momentum and continue to engage with its

signatories, this opportunity was not taken up

occurred to date. This is due to changes in

KAEVAW received two small grants and some minimal project worker time once it became a

priority in the 2009-2013 KCHS Health Promotion plan.

stemmed from the KAEVAW were

were events, or one off training sessions. While the prevention of violence against women

requires a multi-levelled strategy over a long period of tim

KAEVAW and the subsequent projects

incorporate sustainability. It also assisted Knox City Council in leading an outer east

(with Maroondah and Yarra Ranges Co

against Women in our community’ project funded by the Office for Women.

Moving to a multi-levelled approach

While the KAEVAW and the subsequent projects that stemmed from it collectively are a multi

faceted approach to preventing violence against women, there is a need to work on

social determinants and the key contributing factor of this social health issue.

determinants of violence that need to be address



against women within the football community.

not adopted by businesses as hoped. There was a lack of


This lack of engagement from businesses may represent a lack of readiness by


project. Additionally, committing to delivering programs to prevent violence against women

(i.e., having a staff member with time to dedicate to the project)

/available in organisations. However, given that the prevention of


osition to consider implementing changes to systems and policies to support

the prevention of violence against women. This is the case with the organisations involved in

the Together for Equality and Respect strategy.

addressing violence against women requires a long

had potential to maintain momentum and continue to engage with its

signatories, this opportunity was not taken up to a great extent with only 1

This is due to changes in project staff and project funding restrictions.


2013 KCHS Health Promotion plan. Similarly the individual

were all relatively short-term designs. For example, many of them


levelled strategy over a long period of time, the work completed as part of the

and the subsequent projects are a platform for future funding opportunities that

It also assisted Knox City Council in leading an outer east

(with Maroondah and Yarra Ranges Councils) to obtain funding for a ‘Prevention of Violence


levelled approach addressing social determinants

the subsequent projects that stemmed from it collectively are a multi

faceted approach to preventing violence against women, there is a need to work on

social determinants and the key contributing factor of this social health issue.

terminants of violence that need to be addressed include gender inequity, traditional

Page 29 of 32


There was a lack of


represent a lack of readiness by


prevent violence against women

a staff member with time to dedicate to the project)

. However, given that the prevention of


osition to consider implementing changes to systems and policies to support

This is the case with the organisations involved in

addressing violence against women requires a long-term approach.

had potential to maintain momentum and continue to engage with its

1 mail out having

staff and project funding restrictions. The


individual projects that

term designs. For example, many of them


the work completed as part of the

are a platform for future funding opportunities that

It also assisted Knox City Council in leading an outer east cluster

uncils) to obtain funding for a ‘Prevention of Violence


addressing social determinants

the subsequent projects that stemmed from it collectively are a multi-

faceted approach to preventing violence against women, there is a need to work on both the

social determinants and the key contributing factor of this social health issue. The social

include gender inequity, traditional


attitudes regarding masculinity and rigid gender roles across societal,

community/organisational and individual/relationship levels.


attitudes regarding masculinity and rigid gender roles across societal,

community/organisational and individual/relationship levels.

Page 30 of 32


Recommendations for Future Directi

Addressing violence against women requires a long

beginning of this process. The KAEVAW

successfully created a platform for addressing violence against women in the loca

achievements from the KAEVAW

women. While tackling the contributing factors of violence against women was an appropriate

starting place to target prevention efforts, there is a need

social determinants of violence.

Organisational Capacity Building Project

The KAEVAW targeted the local

have also given priority to reducing violence against women and there is now readiness to

adopt a regional approach to addressing this issue

(EMR). The KAEVAW may be one of ma

prevent violence against women

community messages and programs

and behaviours supportive of violence


Recommendations for Future Directi

Addressing violence against women requires a long-term approach, and the

KAEVAW (and the projects that stemmed from it)

successfully created a platform for addressing violence against women in the loca

KAEVAW are now able to be built on to further reduce violence against


starting place to target prevention efforts, there is a need to move towards addressing the

of violence. As such, expanding upon the achievements of

Organisational Capacity Building Project to include gender equity would be valuable.

targeted the local area of the City of Knox. In recent years, neighbouring LGA’s


adopt a regional approach to addressing this issue across the Eastern Metropolitan Region

The KAEVAW may be one of many mechanisms supporting a region

prevent violence against women which will increase the reach, cohesion and strength of

and programs, as well as the capacity to effectively respond to attitudes

of violence and gender inequality.

Page 31 of 32


term approach, and the KAEVAW was the

(and the projects that stemmed from it) has

successfully created a platform for addressing violence against women in the local area. The

are now able to be built on to further reduce violence against


to move towards addressing the

As such, expanding upon the achievements of the KCHS

to include gender equity would be valuable.

Knox. In recent years, neighbouring LGA’s


across the Eastern Metropolitan Region

upporting a region-wide strategy to

increase the reach, cohesion and strength of

, as well as the capacity to effectively respond to attitudes


References

Ajzen, I. (1991). The theory of planned behavior.

Processes, 50, 179-211.

Powell, A. (2011). Review of bystander approaches in support of preventing violence

women. Carlton: VicHealth.

The National Council to Reduce Violence against Women and their Children. (2009).

Action: The National Council’s Plan for Australia to Reduce Violence against Women

and their Children, 2009

United Nations. (1993). Declaration of violence against women

from http://www.un.org/documents/ga/res/48/a48r104.htm

VicHealth. (2007). Preventing violence before it occurs: A framework and background paper

guide the primary prevention of violence against women in Victoria

VicHealth. (2009). Preventing violence against women: A framework for action

Author.

VicHealth. (2012). More than ready: Bystander action to prevent violenc

the Victorian community.

Victorian Government. (2012).

children, 2012-2015. Melbourne: Author.

Women’s Health East. (2013). Together for equality and respect:

violence against women in Melbourne’s East 2013

World Health Organisation. (2002)

Author.


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision

211.

Review of bystander approaches in support of preventing violence

Carlton: VicHealth.

The National Council to Reduce Violence against Women and their Children. (2009).


and their Children, 2009-2021. Canberra: Commonwealth of Australia.

Declaration of violence against women. Retrieved 15 August 2013

http://www.un.org/documents/ga/res/48/a48r104.htm

Preventing violence before it occurs: A framework and background paper

guide the primary prevention of violence against women in Victoria

Preventing violence against women: A framework for action

More than ready: Bystander action to prevent violence against women in

the Victorian community. Carlton: Author.

Victorian Government. (2012). Victoria’s Action Plan to Address violence against women and

Melbourne: Author.

Together for equality and respect: A strategy to prevent

violence against women in Melbourne’s East 2013-2017. Melbourne: Author.

World Health Organisation. (2002). World Health Report on Violence and Health.

Page 32 of 32

Organizational Behavior and Human Decision

Review of bystander approaches in support of preventing violence against

The National Council to Reduce Violence against Women and their Children. (2009). Time for


nwealth of Australia.

. Retrieved 15 August 2013

Preventing violence before it occurs: A framework and background paper to

guide the primary prevention of violence against women in Victoria. Caltron: Author.

Preventing violence against women: A framework for action. Carlton:

e against women in

Victoria’s Action Plan to Address violence against women and

A strategy to prevent

. Melbourne: Author.

World Health Report on Violence and Health. Geneva:

Documents

Final Report - Knox Accord to End Violence Against Women ...communications.each.com.au/images/uploads/Final_Report_-_Knox_… · Final 8 November 2013 Dr Skye McPhie , Annette Rudd,