About us

It's not OK is a community-driven behaviour change campaign to reduce family violence in New Zealand. Its goal is to change attitudes and behaviour that tolerate any kind of family violence.

The campaign's vision is a community where each person believes there is something they can do to help and is likely to act when they know violence is happening.

It was launched in September 2007 with the simple message Family Violence is not OK but It is OK to Ask for Help.

In 2010 a new message It is OK to Help was added in response to feedback that people want to help when there is family violence but are not sure what to do.

Since the campaign's launch, more New Zealanders are seeking help and more people believe they can help others to change.

Community ownership of the campaign has been key to its success. Local projects have been supported and funded by the campaign all over New Zealand, illustrating that communities know best what works in their own place. A range of booklets, posters and other material supports people to run campaigns in their communities, workplaces, sports clubs, schools and places of worship.

Media advocacy work has improved the quality and quantity of media reporting of family violence. The campaign has consistently featured in articles and broadcasts which help increase understanding of family violence and provide information for people seeking to get or give help.

Research and evaluation helped guide and shape the campaign.

The campaign has received national and international recognition.

It’s not OK is housed in the Social Campaigns Team at the Ministry of Social Development.



Campaign tools

  • TV advertisements provide national support to local-led community activities
  • community-led activities are funded and supported by the campaign
  • an 0800 family violence information line (0800 456 450) provides 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 website has information for people experiencing violence, their friends, whanau and colleagues, and communities wanting to take action
  • the campaign's Facebook page and Twitter account encourage further engagement, action and debate
  • information on family violence prevention has been created for communities, sports organisations, employers and mayors 
  • speakers tell their personal stories of living with family violence
  • a range of resources are available through this website
  • media advocacy work encourages responsible coverage of family violence and provides media training for local spokespeople
  • research and evaluation programme informs ongoing development of the campaign.