Campaign to Make it Clear Family Violence Not OK

Media Release
7 September 2007
For Immediate Release

DraftFCB Launches Campaign to Make it Clear Family Violence is Not OK

An advertising campaign, created by DraftFCB advertising agency, targeting the issue of Family Violence will launch on Sunday 9 September. The campaign has been commissioned by the Ministry of Social Development and the Families Commission.

New Zealand has an appalling record of family violence. Half of all murders are domestic violence related. On average, 14 women, 6 men and 10 children are killed by a member of their family each year. Police deal with more than 70,000 family violence calls a year, and those are only the cases that are reported.

The Campaign for Action on Family Violence aims to change the way New Zealanders think and act about family violence. It will increase awareness and understanding of family violence and promote changes in behaviour to reduce the incidence of family violence.

DraftFCB has produced a series of effective Social Marketing campaigns, including the highly commended commercials for the Like Minds campaign for Mental Illness, Team Up for the Ministry of Education, the Census campaign for Statistic New Zealand and ads for the Depression campaign for the Ministry of Health featuring by ex-All Black, John Kirwan.

The agency has a wealth of expertise and insights in the Social Marketing area which it has used in the development of the Campaign for Action on Family Violence.

DraftFCB General Manager and Social Marketing specialist, Brian van den Hurk says “The approach we have taken features a range of New Zealanders, spanning all walks of life who express the wider view of the public; that family violence is not ok, but it is ok to ask for help. Their combined message will resonate across all parts of New Zealand society”.

ENDS

www.draftfcb.co.nz

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