The Department of Social Services (DSS) has rolled out the fifth installment of its domestic violence prevention campaign, 'Stop it at the Start', with a new spot called 'The Hidden Trends of Disrespect'.

Developed in partnership with creative agency BMF, the integrated campaign will roll out nationally across TV, cinema, online, social, and digital platforms.

A new interactive digital tool, 'The Algorithm of Disrespect', has been introduced as part of the campaign to simulate the average young Australian's online experiences and interactions. 'The Algorithm of Disrespect' highlights examples of the influences and influencers, and the array of content and conversations which often surround social media feeds and algorithms.

Planning Director at BMF, Jessica Sutanto, said: "While domestic violence requires holistic, systemic change, both immediate intervention through policy and law changes and through upstream prevention, every phase of ‘Stop it at the Start’ has been a step toward driving long term change."

Associate Creative Director and Innovation Lead at BMF, Kiah Nicholas, said: "Social algorithms, designed to prioritise polarising content, can automatically serve disrespectful content to young Australians, every day. Which, over the course of their teenage years, may influence their views and behaviour. While adults can’t censor this content, it is their responsibility to better understand it, so they can help our kids navigate disrespect before it leads to violence."

The 'Stop it at the Start' campaign was initially launched in April 2016 and is aimed at influencers of young people. It seeks to address the seed of violence – disrespectful behaviour, in order to stop the next generation of violence before it begins.