DraftFCB | 2008 Agency of the Year

Family Violence :: Jeff

Why Change?

All people have a fundamental right to be safe and to live free from violence. Yet in New Zealand, violence in the home is prevalent, and every year increasing numbers of men, women and children are killed or injured by members of their own family. Police respond to a family violence incident every 7.5 minutes.

New Zealanders were in denial about the level of family violence and the harm it caused and were turning a blind eye to it, not wanting to interfere in what was seen as 'a domestic'.

What Changed?

The results of the campaign have been outstanding. We are helping to make families safer.

'It's Not OK' is firmly established in the Kiwi vernacular and more than 16000 people have called the help line for themselves or others. The campaign has achieved advertising recall of 89 percent (99 percent among Maori women and 93 percent among Maori men) while 57 percent have discussed the advertisements (70 percent among Maori women, 59 percent among Maori men). 86 percent of people surveyed now believe a change to a life without violence is possible while 20 percent have taken action (41 per cent among Maori women, 39 percent among Pacific women, 40 percent among Pacific men) by requesting further information, advice or assistance. A further 20 percent have taken action (41 per cent among Maori women, 39 percent among Pacific women, 40 percent among Pacific men) by requesting further information, advice or assistance. The campaign also received the Prime Minister's supreme award at the 2010 Institute of Public Administration New Zealand (IPANZ) Gen-I Public Sector Excellence Awards.