Campaign for Action on Family Violence: Influencers

Category: Sustained Success
Agency: DraftFCB
Client: Ministry of Social Development/Families Commission


Since 2007, the "It's not OK" campaign has been breaking down barriers to pave the way for people to start a difficult conversation about family violence. It is a significant social issue for New Zealand with half of all murders attributed to domestic violence, along with the social and economic costs it generates.

The idea from the DraftFCB team was to create a rallying cry to unify the efforts of individuals and community groups taking action against family violence and elevate the action to a national level.

Gaining strength over time, the campaign has changed attitudes. Police statistics show the rate of increase in reported family violence offences has levelled out over the campaign period and actually reversed in 2011.

Key learnings