About the Campaign

The It's not OK campaign is a community-driven effort 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 consistent feedback that people want to help in family violence situations 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.

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.

Download the Campaign overview (2009)

Download the Campaign's 2010 Year in Review

Download the Campaign's 2011 Year in Review

Campaign Background

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

Campaign Tools

  • TV advertisements support community projects at a national level
  • community-led activities are funded and supported by the Campaign
  • 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
  • a website has information for people experiencing violence as well as their friends, whanau and colleagues. The Campaign's Facebook page encourages further discussion, action and debate
  • information on family violence prevention for communities, sports organisations, employers and mayors 
  • speakers who tell their personal stories of living with family violence
  • a range of resources and merchandise are available through the 0800 number and website 
  • media advocacy work encourages responsible coverage of family violence 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