10:33a.m. 18th December 2007

A campaign titled "One Punch Can Kill" is being launched in Queensland today in a bid to prevent senseless violence among young people.

Premier Anna Bligh said the innovative campaign would target Generation Y, with the message that acts of violence can have very serious and damaging effects.

Websites such as MySpace and Facebook will be used to promote the message, as well as radio ads and advertising in pubs and clubs.

"This campaign is about stopping young people from making split-second decisions which could ruin their lives, or the lives of others," Ms Bligh said.

"Research shows young men in particular, between the age of 15 and 25, are the most likely to be assault victims or offenders.

"The slogan 'One Punch Can Kill' is a reminder of the shocking reality – that simple acts of violence can have tragic consequences.

"Many young people just don't realise what these consequences are, so the campaign outlines the facts for young people to understand."

Sunshine Coast police, community leaders and residents have also been focused on tackling street violence following the death two months ago of 22-year-old Caloundra man Josh Mill and other incidents of involving young people.

The Queensland campaign is the result of recommendations from the government's Youth Violence Task Force, which called for a targeted media strategy to send home the anti-violence message.

The message it will reinforce is that violence can result in:

• Bans on obtaining a passport and travelling overseas.

• A permanent criminal record.

• Imprisonment.

• Death.

• Emotional trauma for family and friends of both the victim and offender.

Police Minister Judy Spence said the campaign would involve education via the internet, through MySpace, Facebook, Yahoo and Hotmail. There will also be radio ads, and advertising in pubs and clubs.

"We want to engage these young people in an arena that is relevant to them," Ms Spence said.

"Online concepts will include flash banners … to deliver the key message that one punch can kill.

"The campaign focuses on a positive message of choosing options, empowering young people to consider the consequences of their decisions, such as whether to fight or walk away.

"By promoting the fact that it is okay to walk away and look after your mates, we hope to change the attitude of some of today's youth.”

Ms Spence said the government’s research had found young males were highly influenced by the women who surrounded them, such as friends, girlfriends, housemates, siblings and mums.

"So we're also promoting the slogan ‘I support blokes who don't fight’, in the hope girls and women will get on board to influence young men not to respond violently in heated situations.

"We want the community to get behind this campaign, to stop the violence that is ruining young lives."

Commissioner Bob Atkinson said the message would go hand in hand with the Party Safe message.

"We want all young people to have a good start in life, and acts of violence can ruin both victim's and offender's chances of a positive future.”

Related stories:

> Teenagers walk free after bashing man in street

> Grieving family’s plea: Help us stop the violence

> Police squad to tackle street violence on Coast

> Violence ‘isolated incidents’, police chief says

> Caloundra youth scared to party at home