‘Use Your Brain Not Your Fist’ is a simple premise and one that could save a life.
Assaults are carried out mainly by men aged 18-39 and usually inflicted on other men. There is a very low level of repeat victimisation and repeat offenders, which suggests that such assaults are often random, possibly alcohol or drug fuelled.
The campaign informs them about the consequences from assaulting another person – they could lose their job, their ability to travel, and even go to jail. It also reminds people of the potentially devastating physical and mental impact on assault victims.
The campaign is designed to runs across social media, and on-street, outdoor and in-pub advertising.
Comhairle na nÓg, the child and youth councils in the 31 Local Authority areas in Ireland, have enhanced the campaign by making their own anti-assault video for young people.