Update on Campaign for Action on Family Violence

The following is an update for December 2007, provided by the Campaign for Action on Family Violence team at Ministry of Social Development.

Kia ora

So many good things have happened in the three months since the campaign was launched, it’s hard to know where to begin. In the spirit of Christmas, we thought we would share our own version of the twelve days of Christmas – twelve campaign achievements we are most proud of.

One: All the community leaders and community workers we work with. Communities across New Zealand have embraced the campaign and used their own innovative ways of taking the campaign message to their people in a way that’s best for them. We’ve had everything from Waitakere’s rubbish bags to a winning creation in a wearable art competition.

Two: The Pacific launch of the campaign in Auckland. The church based event attracted 350 people in what was a hugely successful day. Special banners were developed inn Pacific languages and a poster featuring Pacific dads saying ‘it’s not ok’ proved very popular. A DVD of Pacific community projects involved in family violence was shown and there was music and dance in what was a truly Pacific event. The launch was coordinated by the Pacific Advisory Group (PAG) to the Taskforce for Action on Violence within Families.

Three: The first research into how the campaign’s going. It shows that New Zealanders are already starting to take action as a result of the campaign. From 901 people randomly surveyed, 87% remembered the campaign message, more than half of those people said they had discussed the campaign with someone and one in five reported taking action. See the campaign website for more details of the research findings.
Four: The men who have called our 0800 information line for help and advice. Nearly half of the callers to the Family Violence 0800 Information Line are men, far more than we expected.

Five: Our billboards at Auckland and Wellington airports. They serve as a visible reminder to thousands of people every day that it’s not ok that police deal with 70,000 calls about family violence every year.

Six: Our media advocacy work. It’s starting to pay off with the media starting to change the way it covers family violence stories. Results of a media audit comparing coverage of family violence stories during three months in 2005 with three months in 2007 show changes have been made in several key areas. There are more stories, they are more likely to be on the front page or top of the bulletin, family violence is more likely to be named and 80% of stories now carry a message about the unacceptability of family violence. The coverage also shows reporters are seeking comment from a broader range of sources including local family violence agencies.

Seven: The Community Action Fund. Sixty two projects throughout New Zealand have been funded as a result of the campaign. This has helped to fill important gaps in the Auckland region, and increased the number of whole-community, Maori, pacific and migrant and refugee projects.

Eight: The celebrities and actors who are part of the It’s not OK TV advertisements. They have captured the nation with their strong, straightforward messages that everyone can relate to.

Nine: The many thousands of people who have visited our website, downloaded information and sent feedback to us. The site is a key part of the campaign and a great way to keep up to date with the latest campaign news. We have received great feedback since the campaign was launched in September.

Ten: The 0800 Information Line. It’s a great example of true collaboration between community and government. It is open 14 hours a day, seven days a week. One man said he had the 0800 number in his cell phone for three weeks before he actually rang.

Eleven: Our next sets of TV advertisements. The ads are almost ready to go to air early next year. They feature three men who have shown the courage to change who will share their stories of positive change and one man who shows the importance of influencers such as friends and family in helping to bring about change.

Twelve: The catchy phrase, ‘It’s not ok.’ The phrase has struck a chord with New Zealanders. It’s easy to use – and it’s effective. We’ve heard stories from pubs and clubs, sports grounds and shopping centres where “It’s not ok” has helped to diffuse an angry situation. Our favourite story is from Circa theatre in Wellington where the audience of the Christmas pantomime, Jack and the Beanstalk are telling the big bad giant every night that it’s not ok to be mean to Jack.

These are just some of things that tell us this campaign is on the right track. It’s time to take a break now but the 0800 information line will continue to operate seven days a week from 9am – 11pm.

Our Christmas wish is for everyone to have a relaxing and safe festive season, free from violence.

Campaign for Action on Family Violence Project Team www.areyouok.org.nz