Ministry of Social Development and the Families Commission: It's Not OK – Campaign for Action on Family Violence

SenateSHJ is proud to have been part of the team that developed the Campaign for Action on Family Violence

Working closely with the Ministry of Social Development and the Families Commission, and advertising agency DraftFCB, we helped develop a strategy and campaign to address New Zealand’s significant problem with family violence.

The campaign, part of a large body of work from the Taskforce for Action on Violence Within Families, sets out to change the way New Zealanders think, feel, and act when it comes to family violence. 

The campaign has been recognised on several levels: winning a Gold Quill from the International Association of Business Communicators, and the Prime Minister’s award from the Institute of Public Administration New Zealand. It featured as a case study on the United Kingdom’s National Social Marketing Centre website. 

Another case study, authored by SenateSHJ Partner Tracey Bridges, was included in the new Social Marketing Case Book, published by Sage Publishing in the United Kingdom in 2011.

Most importantly, it’s working. Tracking surveys, call centre statistics, and feedback from community groups and the Police show people are responding to the campaign, using the campaign’s language to help themselves and others, and transforming their own and their families’ lives as a result. Go to for more information.

PDF icon It's not OK FULL case study.pdf597.79 KB