NOVA Entertainment creates podcast with Australian Government to help tackle disrespectful relationships

Staff Writer

The Australian Federal Government has employed NOVA Entertainment to help it create a branded podcast for its ‘Stop It At The Start’ campaign.

‘Stop It At The Start’ aims to curb the rates of domestic violence and disrespectful relationships by identifying and changing behaviours early on.

The podcast is another tool in the campaign’s arsenal and tracks the fictional fully-functional Artificial Intelligence form, ARI, who appears in the human world as a 10-year-old boy.

ARI has access to all the information you can Google, but couldn’t be programmed with human experience. Within the confines of a “normal everyday family”, ARI thus discovers what it is to be human, and also comes to realise the everyday circumstances where disrespectful behaviours are normalised.

The podcast endeavours to appeal to children with the storytelling element, but also empower adults to “unmute” themselves and take action to positively influence the attitudes and behaviours of young people.

NOVA Entertainment personalities including Sydney Breakfast co-host Michael ‘Wippa’ Wipfli, Kate Ritchie, Cameron Daddo and Byron Webb lend their voices to the fictional podcast, with Ritchie and Wipfli acting as the family’s mum and dad.

Kane Reiken, NOVA Entertainment’s digital commercial director, said NOVA was proud to help bring this podcast to life and in turn support a number of important issues.

“Project ARI showcases the potency and versatility of podcasting to entertain and educate audiences simultaneously. It’s a great example of how an artfully-crafted story can deliver a serious and compelling message of change in an engaging and age-appropriate way that resonates with a young audience,” he said.

Minister for women’s safety, Anne Ruston, said the podcast adds another tool to the campaign’s toolbox to help reach Australian families.

“The ‘Stop it at the Start’ campaign aims to provide Australians with the resources and the confidence they need to positively influence young people around respectful relationships. I am delighted NOVA Entertainment has made a commitment to such an innovative campaign because if we are going to end violence against women and their children, we must all work together – governments, businesses and individuals,” she said.

Rachel Corbett, NOVA Entertainment’s head of podcasts and digital content, noted how important it was to get the tone of the podcast right.

“There’s nothing better than working with a client who trusts your expertise and understands that for branded content to work it has to be created with the listener in mind. That creative freedom means you can build a podcast that stays true to the brand messaging without it feeling obvious to a listener. This kind of light touch is essential if you want your show to grow an audience and be a success,” she said.

NOVA Entertainment has previously partnered with the Australian Government on other elements of the campaign, including having key announcers voice a series of national commercials and ‘Ask The Expect’ live reads, which were designed to encourage listeners to have conversations about respect with their children.

Project ARI’s launch on Monday marked the start of the final phase of the campaign.

Podcast Campaign Credits:

Podcast credits:
Head of Podcasts & Digital Content: Rachel Corbett
Executive Producer: Elle Beattie
Sound Design: Lem Zakharia

Author: Nat Amoore

Media agency: Universal McCann

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