About the Campaign

The Campaign for Action on Family Violence, the It's not OK campaign, is a community-driven effort to reduce family violence in New Zealand. It is about challenging attitudes and behaviour that tolerate any kind of family violence.

The campaign is generating a feeling there is something everyone can do to help and people are more likely to act to prevent family violence. As a result of the campaign more people are seeking help and more people believe they can help others to change.

The simplicity of the core campaign message, ‘It's not OK' has started people talking and taking action about family violence in New Zealand.

A large part of the success of the campaign is about community ownership with the campaign supporting local projects developed to fit local needs.  The campaign has provided support to 147 local projects in four rounds of funding from the Community Action Fund.

Highly successful media advocacy work has resulted in the media reporting family violence in a more responsible way. The campaign is consistently featured in articles and broadcasts which is helping to increase understanding of family violence and provide information for people seeking help.

In 2010 a new phase of the Campaign is looking at the practical things families can do to keep each other safe. Our research and feedback tells us that people want to help families in trouble but they don't know how. The campaign will be helping families, whanau, friends, workmates and neighbours to take action. It's about giving and receiving help, about noticing when things start to go wrong and supporting people to get the help they need.

The Campaign is also working alongside the E Tu Whanau Ora programme of action which emphasises the importance and benefits of loving, caring and being with whanau. This includes messages that place emphasis on what positive things whanau can do to make a difference.

Download Campaign overview

Campaign Background

The It's not OK campaign is a response to growing concerns about the level of family violence in New Zealand. The campaign was initiated by the Taskforce for Action on Violence Within Families , which advises the government on family violence issues. The Campaign is being led by the Ministry of Social Development and the Families Commission, in association with communities. It is supported by ACC , and the New Zealand Police .


Campaign Tools

  • TV advertisements support community projects at a national level, leading with a message that: family violence is not ok - but it is ok to ask for help
  • A Community Action Fund provides support for community-led activities, recognising that local communities know what works best for them. The Campaign has supported 147 projects in four rounds of funding.
  • An 0800 Family Violence Information Line (0800 456 450) provides self-help information and connects people to services where appropriate. It is available seven days a week, from 9am to 11pm, with an after-hours message redirecting callers in the case of an emergency
  • This Campaign website plays an important part in mobilising New Zealanders. It contains information for personal change for people who are violent and people who influence them, as well as information for community engagement and for the media
  • A range of written resources and merchandise are also available through the 0800 number, website and community organisations
  • Media advocacy work encourages responsible coverage of family violence stories and provides media training for local spokespeople.
  • A research and evaluation programme informs ongoing development of the campaign.

To find out more about the Taskforce for Action on Violence within Families click here