TY  - JOUR
PY  - 2012//
TI  - The it's not OK campaign: creating change to end family violence in New Zealand
JO  - Injury prevention
A1  - Hann, S.
A1  - Pomeroy, T.
SP  - A65
EP  - A65
VL  - 18
IS  - Suppl 1
N2  - 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 />
LA  - en
SN  - 1353-8047
UR  - http://dx.doi.org/10.1136/injuryprev-2012-040580f.14
ID  - ref1
ER  -