iMatter shifted societal attitudes
iMatter was the first school and community-based intervention to actively address the issue of domestic violence from a preventative perspective. The mandated closure of schools and sporting clubs due to COVID-19 restrictions impacted Doncare’s ability to deliver the iMatter message to the community. The resulting cancellation of scheduled workshops suspended program delivery, combined with the lack of recurrent funding for the program, forced Doncare to make the difficult decision to discontinue the program from 30 September 2020.
Developed by Doncare in 2011, the evidence-based initiative aimed to encourage conversation about healthy relationships and equip young people with the tools to recognise and respond to abusive behaviour that contributes to the cycle of domestic violence. Youth-led iMatter workshops offered a forum for young people to discuss social and emotional intelligence, gender equity and equality.
Doncare would like to acknowledge the enormous contributions of former Director of Clinical Services, Carmel O’Brien OAM, and former CEO, Doreen Stoves AM PSM JP who conceived this innovative program. Their vision was to change societal attitudes and behaviours and actively address violence against women.
Male and female adult relationships are shaped in important ways by the norms and practices they take on in adolescence. Interventions at this stage can change young people’s personal and relationship trajectories, preventing problems in adulthood and changing future relationships. Evidence supports that school and community-based interventions targeted at young people are effective in changing attitudes and behaviours associated with violence against women.
Carmel O’Brien
Doncare Patron and Australian of the Year 2015, Dr Rosie Batty AO launched the innovative iMatter App in 2015. Doncare developed the app to help young women identify the warning signs of abusive and controlling behaviour in relationships as well as to promote healthy self-esteem. The aim was to educate young women about disrespect and intimate partner violence and to promote conversations amongst young people about healthy relationship behaviour. The iMatter App was funded by the State Government and the Victorian Women’s Benevolent Trust managed by Equity Trustees.
It is very important for schools to take an active role in addressing not only the specific issue of family violence but the broader issues of gender equity and respectful relationships.”
Rosie Batty
The iMatter App was awarded a high commendation as a finalist in the Innovation category of the 2016 ANZIAs (Australia and New Zealand Internet Awards). “The judges felt that the use of app technology to target a youth audience on a difficult subject matter was not only clever but offered ease of access to critical information and discussions around healthy relationships, quickly and supportively. The sheer volume of downloads and in-app comments since the launch of iMatter, is testament to the clear link between a need and a solution being provided online, to address the global crisis of domestic violence in our communities.” Helen Hollins, auDA General Manager
Doncare would like to acknowledge former Minister for Mental Health, Women's Affairs and Community Services, the Hon. Mary Wooldridge and the Hon. Ryan Smith MP, both of whom played a powerful role in advocating for the program over the years. We are eternally indebted to the partners who invested in iMatter including:
- Ansvar Insurance
- The Commonwealth Bank Community Fund
- The Coca Cola Foundation
- The Alfred Felton Bequest
- State Government
- Commonwealth Government
- Collier Charitable Community Trust
- Myer Community Fund
- Ivy H & Arthur R Thomas Trust & Equity Trustees Ltd
- The Flora & Frank Leith Charitable Fund
- McKern Steel Foundation
- Manningham Community Fund and the Lord Mayor’s Charitable Foundation
- Manningham City Council
- The Phillips Foundation
Doncare is sincerely grateful to the small group of staff who played a significant part in improving gender equality and gender equity and challenging social norms as the program evolved. We give particular acknowledgement to Nitika Maharaj, Daniela Pepe, Julie Mcdonald, Susan Orr, Kat Georgakopoulos, Dominique Dolcetta, Katrina Dickinson and Olivia Troughton.
Finally, we would like to thank the iMatter leaders. Over the last nine years, hundreds of young women and men aged 18-26 years have volunteered their time to deliver workshops to thousands of participants. These young people were inspired to volunteer because they wanted to join a team of passionate advocates who encouraged conversations with teens about healthy relationships. Through these interactive workshops, iMatter leaders changed the relationship trajectories for thousands of young people.
In this farewell video, iMatter Coordinator, Olivia expresses her sincere gratitude to her team of volunteers for their contribution to the program.
Ending family violence requires a shift in the attitudes of individuals and in community attitudes that allow violence to be excused, justified or condoned. All Victorians have a role to play in deciding what is acceptable and unacceptable in the communities we share. Together, we create the culture that has a powerful influence on the behaviour and practices of individuals.
Source: Royal Commission into Family Violence Report and Recommendations