CAFES across the south-west will serve up thousands of hot drinks in vivid orange coffee cups carrying messages about domestic violence and gender equality.
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More than 35 cafes got on board with the effort, starting on Friday, which is part of a 16-day global activism campaign. It begins with the International Day for the Elimination of Violence Against Women, which is also White Ribbon Day.
Women's Health and Wellbeing Barwon South West executive officer Emily Lee-Ack said the cups were designed to spark important conversations.
"What we know is that internationally, all the evidence shows that there is a link between gender inequity and violence against women," she said.
"What we were looking for was a way of starting that conversation without necessarily having to have individual conversations with everyone in the community.
"The idea is for it to be something that's in people's everyday life, so instead of us bringing people to the message, the idea is that the message goes to people."
More than 120,000 of the cups have been distributed across the Barwon region, inscribed with messages such as 'Disrespect towards women = more violence against women' and 'No one should live with violence and fear'.
Other events within the south-west during the period of activism include a live theatre performance about dating violence, White Ribbon tree wrapping sponsored by local businesses and messages emblazoned on buildings including the Lighthouse Theatre and Warrnambool Art Gallery.
The campaign, supported by the state government and linked with similar action across the state, ends on Human Rights Day on December 10. The government has provided $175,000 for community events and activities focused on the issue.
Minister for Women, also the Minister for the Prevention of Family Violence, Fiona Richardson said ending family violence was everyone's responsibility.
“(This) is an important way for every member of the community to step up and challenge the attitudes that fuel violence,” she said.
“Fly an orange flag, wear an orange scarf, socks or tie – it all sends a signal that we won’t be silent about family violence.”
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- Confidential domestic violence counselling is available on 1800 737 732.