Background A primary prevention and social change approach is needed to address high rates of family violence in New Zealand and create safe communities and families.
Aims/Objectives/Purpose The national ‘It's not OK’ campaign aims to change behaviours; mobilise communities; and address social attitudes that support family violence. The current phase aims to increase people's help-seeking and encourage friends/family to take action.
Methods The Campaign's multi-layered approach is underpinned by social marketing and community development principles. It involves media advertising; partnerships with sports groups, councils, businesses, and networks; media advocacy and training; campaign champions; information line; website; printed and online resources; and research and evaluation.
Results/Outcome Reach and retention monitoring consistently indicates the recall of the campaign is above 90%. Eighty-one per cent of people believe they could influence someone to change their behaviour; and 31% have taken some action as a result of the campaign (discussed it with friends and family, or asked for help). For Maori and Pacific peoples these figures are higher. Service providers and Police report increased help-seeking, and a more supportive environment for family violence work.
Significance/Contribution to the Field The Campaign is one of the few social change campaigns to have success across different levels of the ecological model, with evidence of personal behaviour changes; increased help-giving by family and friends; mobilised communities, and a shift in social attitudes.
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