Developing Queensland’s Coercive Control Communication Framework

A group of people sat around a table having a discussion in a workshop setting.

We supported the Queensland Department of Justice and Attorney General to develop an evidence-driven, stakeholder-informed communication framework to guide effort to raise community awareness and understanding of coercive control and domestic and family violence.  

The communication framework is now available on the department’s website.  

We delivered a comprehensive desktop and environmental scan and review which sought to better understand:

  • the public’s awareness and understanding of coercive control and DFV
  • messages, sentiments and key issues/priorities in public conversations
  • current communication and engagement strategies and campaigns locally, nationally and internationally
  • understanding of DFV and coercive control (including proposed legislation changes).  

The desktop scan informed our approach to a hybrid Design Forum, which saw stakeholders from across the sector come together for the day in Brisbane and online. We designed and facilitated the forum with interactive activities that:

  • informed guiding communication principles
  • defined coercive control for communities  
  • used situational personas to understand communication considerations, message needs, channels and tactics for victim/survivors, perpetrators and bystanders
  • priority audience action plan development with targeted table discussions  
  • sharing and reflecting the good work already happening in community.

We took insights from the desktop review, design forum, the Department-commissioned social and market research and digital and user experience research and developed a comprehensive communication framework.

The framework includes guiding principles and objectives and a strong strategic approach which draws on the COM-B behaviour change model.  

The framework sets the direction for Queensland Government but also includes very practical advice on how to best engage with and communicate with audiences including victim/survivors, bystanders, persons using violence, as well as diverse communities including First Nations communities, culturally and linguistically diverse communities, people with disability and LGBTIQA+ communities.  

We’re proud to have worked on such an important piece of work for the Queensland Government and look forward to seeing how this is rolled out practically across the state.  

How can we help?
Sandra Jbeili
Senior Communication Consultant
Kate Bowmaker
Managing Director & Director of Communications
kate@thesocialdeck.com0435 038 720


We developed a comprehensive communication framework to raise community awareness and understanding of coercive control and domestic and family violence in Queensland.


Department of Justice and Attorney-General


Co-design and co-development
Stakeholder engagement
Collaborative workshops & events
Online engagement
Communication Strategy

Sustainable Development Goal

‘A huge thank you to the team at The Social Deck. This consultation was different, inclusive, engaging and the work you have done with the products as a result is truly commendable. It’s a pleasure to be a part of it!’
Participant at the Design Forum