@article{ref1,
title="The it's not OK campaign: creating change to end family violence in New Zealand",
journal="Injury prevention",
year="2012",
author="Hann, S. and Pomeroy, T.",
volume="18",
number="Suppl 1",
pages="A65-A65",
abstract="Background A primary prevention and social change approach is needed to address high rates of family violence in New Zealand and create safe communities and families.  Aims/Objectives/Purpose The national 'It's not OK' campaign aims to change behaviours; mobilise communities; and address social attitudes that support family violence. The current phase aims to increase people's help-seeking and encourage friends/family to take action.  Methods The Campaign's multi-layered approach is underpinned by social marketing and community development principles. It involves media advertising; partnerships with sports groups, councils, businesses, and networks; media advocacy and training; campaign champions; information line; website; printed and online resources; and research and evaluation.  Results/Outcome Reach and retention monitoring consistently indicates the recall of the campaign is above 90%. Eighty-one per cent of people believe they could influence someone to change their behaviour; and 31% have taken some action as a result of the campaign (discussed it with friends and family, or asked for help). For Maori and Pacific peoples these figures are higher. Service providers and Police report increased help-seeking, and a more supportive environment for family violence work.  Significance/Contribution to the Field The Campaign is one of the few social change campaigns to have success across different levels of the ecological model, with evidence of personal behaviour changes; increased help-giving by family and friends; mobilised communities, and a shift in social attitudes.   This is an abstract of a presentation at Safety 2012, the 11th World Conference on Injury Prevention and Safety Promotion, 1-4 October 2012, Michael Fowler Center, Wellington, New Zealand. Full text does not seem to be available for this abstract. <p />",
language="en",
issn="1353-8047",
doi="10.1136/injuryprev-2012-040580f.14",
url="http://dx.doi.org/10.1136/injuryprev-2012-040580f.14"
}