Family violence is a significant social problem in New Zealand causing economic, social and health problems for victims and witnesses of violence. It is estimated to cost the country $1.2 billion per annum.
The Taskforce for Action on Family Violence ‘It's not OK' Campaign is an initiative that aims to change how New Zealanders' think about and act towards family violence.
The Campaign uses a social marketing approach based on a mass media campaign and community action.
The Campaign is guided by ongoing research undertaken by the Ministry's Centre for Social Research and Evaluation.
Purpose
The Campaign for Action on Family Violence (the Campaign) was developed with evidence supporting mass media as a successful tool to shape attitudes towards key social issues such as violence within families. The Campaign is a multilayered integrated strategy including national-level TV advertising, local community funding, media training, resources and tools and robust research and evaluation.
The Campaign goals are to reduce society’s tolerance of family violence and change people’s damaging behaviour within families. The outcomes the Campaign is seeking to achieve are that:
- people will be motivated and supported to seek help and/or change their violent behaviours
- influencers will be motivated and supported to encourage people to change their behaviours
- communities will provide an environment where family violence is not tolerated and where people feel safe in their homes
- society will no longer accept family violence
- in the long-term, the incidence of family violence is reduced.