It's not OK Campaign 2016 TV Advertising - 2 May 2016

Refreshed It’s not OK ads went to air 1 May, featuring a new line up of well-known and everyday New Zealanders.

The advertising replaces the original ads that were launched in 2007, that had a huge impact. The ads, ”It’s not OK”, give people a language to use around family violence, and permission to say that it’s not OK.

The two 30-second ads are based around the messages:

“It’s not OK to say she was asking for it…but it is OK to ask for help.”

“It’s not OK to control your family with threats…but it is OK to ask for help”.

Everyone who features in the refreshed ads is an advocate for violence-free families – whether as community mobilisers such as Tim Marshall and Elizabeth Kerekere, well-known faces including Mike McRoberts and Tina Cross, or family members who are living with the tragedy of family violence homicide, like David White and Karen Edwards (pictured below).

Karen Edwards’ daughter Ashlee Edwards was murdered by Ashlee’s partner in 2012.

 Karen Edwards

“I want to be part of this campaign because I have lost my own child to domestic violence and if this can help save one more life that is why I am doing this. Never stay silent. Reach out to friends and support them. Help yourself or anyone that you know is at risk.”

The ads can be viewed on YouTube with captions here:

"Asking for it..."


Profiles of people in the ads and why they are participating can be found on this page.

The ads direct viewers to the It’s not OK website and the Family Violence Information Line 0800 456 450.

As well as all free-to-air television, the ads will also screen on Sky and digital media, including On Demand, You Tube, TradeMe and Stuff, and social media.

Research has shown that the campaign's television advertising to date has increased people’s motivation to act – as victims, perpetrators or influencers.

One in three people who recall the earlier campaign advertising say they have taken some action as a result (nine out of 10 people believe that change is possible, and six out of 10 believe they could influence someone else’s behaviour).

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