It is a response to growing concerns about the level of family violence in New Zealand and was initiated by the Taskforce for Action on Family Violence that leads cross sector work to prevent family violence.
The campaign combines nationwide awareness raising through mass media with support for locally generated responses to family violence. It seeks to engage the whole community, encouraging them to add their experience, connections, expertise, perspectives and energy to create widespread social change. The campaign is promoting a greater inclination to act to prevent family violence.
Key elements of the campaign are: mass media TV advertising, a Community Action Fund, media advocacy and partnerships. The development of trusting relationships and partnerships that expand the influence of the campaign is proving pivotal. The project team is working alongside national and locally based government and non-government organisations, territorial authorities, sporting bodies, youth, businesses and other individuals and organisations.
The campaign has featured two sets of TV advertisements which have contributed to an increased understanding of family violence. The simplicity of the core campaign message, It's not OK used in the first advertisements, has proven a highly effective catalyst for bringing the conversation about family violence into the open. The subsequent use of four men, not actors, sharing their stories of change, either to become violence-free or to encourage friends and family to challenge violent behaviours and support change, has generated further debate and action.
Media advocacy work began in 2006. The first TV ads were aired in September 2007. The campaign is funded for a four-year period from 2006 to 2010.
It can be found here.
Source of Information
Response of the Government of New Zealand to the questionnaire on violence against women, 2009