Case Study: Gippsland Women’s Health drives tech abuse awareness and behaviour change with Ellis Jones

Gippsland Women’s Health reaches 315,114 video views with Ellis Jones

Gippsland Women's Health, a regional health organization, faced the challenge of addressing the alarming increase in technology-enabled coercive control within its communities. They partnered with vendor Ellis Jones to apply behavioural science and develop an awareness and prevention campaign to drive behaviour change among victims, bystanders, allies, and perpetrators.

Ellis Jones implemented a comprehensive solution that included behaviourally-framed research, a campaign strategy, and a suite of creative assets. The resulting "Stop Tech Abuse" campaign was highly successful, with its YouTube advertising achieving over 315,000 unique views and a 94% completion rate, reaching well over 20% of the target regional population in its first month for a minimal investment of just $0.01 per view.

Gippsland Women’s Health