“Not all disrespect towards women results in violence, but all violence against women starts with disrespect”. That stark line set the tone for Nine and Kantar’s Stop It At The Start presentation at IAB MeasureUp. What followed was a compelling exploration of how Australia’s biggest media network leveraged its platforms to tackle one of the country’s most entrenched social issues, gender-based violence. For Sharon Hilton, head of media at Kantar, this was proof of what can happen when measurement and creativity converge. At MeasureUp, it became a demonstration of what happens when media, government and measurement unite behind a social mission.