Refreshed TV ad campaign
The campaign launched "refreshed" advertisements on TV, social media and online channels in May. The ads are playing during May – July. The campaign is a partnership with ACC in their support for initiatives to reduce violence.
The ads highlight examples of victim blaming and controlling behaviour to encourage people to ask for, and offer help.
The ads feature campaign champions Phil Paikea and Vic Tamati, some well-known New Zealanders committed to sharing the campaign messages, as well as several parents of women killed by their partners or who have experienced family violence.
They reached 1 million people via social media in their first week of screening. The campaign Facebook page Likes increased by about 5,000 in the month of May.
The reach and retention of the ads via television and online channels will be measured after they finish screening.
The ads have attracted wide attention and led to media coverage and interviews with several people who feature in them.
The people in the ads report that they have been frequently recognised and approached by members of the public, as well as friends and family, either thanking them for making a stand or asking for support.
Captioned versions of the ads can be viewed on the campaign's YouTube channel.
The various reasons why the "faces of the campaign" agreed to be in the ads are explained on our website: Faces of the campaign
By chance, the new ads coincided with the NZ Herald running a week-long series of articles about family violence and also the "marches for Moko" around the country.
New local campaigns and update
Te Puke – businesses step up to support community campaign
The Te Puke It's not OK Campaign launched in March with a family fun day attended by a third of the town's population.
This local campaign has had significant uptake by different sectors of the community. Businesses Z Petrol and the largest local employer Trevelyans Pack and Cool have embedded It's not OK in their businesses and local café staff are wearing It's not OK t shirts.
Flags are flying in the main street and Te Puke Intermediate has staff wearing It's not OK t-shirts – the first time they wore them seven people asked for help. Student leaders wear badges identifying them as people students can approach for help.
One Saturday a woman came into the Z petrol station in a crisis situation. She'd seen the Z It's not OK poster and knew it was a place she could go for help.
Local faith groups are also on board. One church has made resources available in the foyer, is delivering family violence awareness to the congregation and will use Bible stories in the July holiday programme to illustrate that It is OK to ask for Help.
Local Champions – Ernest and Donna Montgomery
(We are now featuring a different local champion or champions working in their community to prevent family violence in each newsletter.)
Ernest and Donna support the It's not OK campaign in Maniapoto by taking their korero on family violence to marae. They are often accompanied by their whanau.
Champions Campaign evaluation report
Maniapoto Family Violence Intervention Network commissioned an evaluation of the Otorohanga champions campaign to assess its impact on the community in preventing family violence. The report has useful information and lessons for other similar campaigns.
The report Otorohanga Champions Campaign evaluation 2015/16 (DBZ Consultancy Ltd, March 2016) can be downloaded here.
Our three violence-free men have been busy speaking to many different audiences and featuring in news media stories. Vic Tamati and Phil Paikea spoke at Springhill Prison in May and made a huge impact. Their presentation was described by inmates as "intense, powerful, strong, real, straight up, inspirational". Jeremy Eparaima continues to tell his story to front line Police all over New Zealand and also spoke at Burnham Military Camp.
Jeremy's story of experiencing violence as a child and the violence he did to his family was part of the NZ Herald series "Better Than This" and was picked up by Maori TV and international media.
Vic led the TV3 news with his moving speech at the March for Moko in Auckland also in May, where he called on all men to be part of the solution.
Jude Simpson has a part-time secondment to MSD from her role with the NZ Police where she is heavily involved in training both recruits and other Police Officers about family violence. With MSD, Jude has been visiting regions to present workshops to Work and Income and other MSD staff about taking a "hearts and minds" approach to working with victims/survivors of family violence. The feedback from staff is that her training is having an impact on attitudes and the way they work with clients affected by family violence.
It's not OK has won six awards at the 2016 CAANZ Beacon Awards with partners HOME Magazine and advertising agency FCB.
The winning entry was a HOME magazine feature showing that family violence happens in any home, published in June 2015.
The feature presents itself like any other editorial – an architecturally designed home, found in the wealthy, leafy suburbs and owned by a normal looking couple.
But all is not as it seems. Within the six page spread are up-turned chairs, smashed vases and blood smeared balustrades. The editorial concludes with the message – family violence can happen in any home.
The Beacon Awards recognise the power of innovative and highly effective media solutions that connect with and engage customers to achieve outstanding results for clients.
The feature won:
- Advertiser of the Year for FCB
- Three gold awards for
- Social Marketing/Public Service
- Best Small Budget
- Best Creative Media Idea
- Two silver awards for:
- Best use of content
- Best Collaboration.
New resources for people with disabilities
Domestic Violence, neglect and abuse of disabled people
An updated version of the booklet "Domestic violence and disabled people" is available to download or order from the website. Note the new title.
Keeping Safe Feeling Safe
A reporting tool and guidance developed by People First in easy read format about bullying, neglect and abuse is available from the website: http://areyouok.org.nz/resources/free-resources/keeping-safe-feeling-safe/
Building Rainbow Communities free of partner and sexual violence - report
Sex, sexuality and gender diverse communities are increasingly recognised as vulnerable to intimate partner and sexual violence, but very little is known of specific experiences of people from these communities in New Zealand due to a lack of research and Rainbow specific services.
In 2015/16 It's not OK funded the Hohou Te Rongo Kahukura – Outing Violence project to raise awareness of partner and sexual violence in Rainbow communities, and carry out community research. The project hosted 18 awareness raising hui; designed a website with Rainbow specific resources, and carried out a national survey which received responses from 407 people identifying as sex, sexuality and/or gender diverse.
A report on the hui, survey findings and recommendations is available at this link: http://www.kahukura.co.nz/uncategorized/reportandfindings/
Year in Review 2015
2015 saw a significant increase in business sector interest in supporting the It's not OK Campaign with employers at national and community-level promoting anti-family violence messages publicly and in the workplace. This and other stories are highlighted in our Year in Review report for 2015.
Send us your photos, share your Facebook posts
If you have photos or posts of the It's not OK campaign in the community e.g. events or community fairs, sports days etc, please share with us. We like to post these on our Facebook page as examples of what communities are doing.
Send photos with a brief description of the event to email@example.com.
Spread the word – add the logo
Want a simple way to spread the word about how people can get information about family violence, support available, and how to help and ask for help? Add this logo to your email signature.
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