'It’s Not OK' Campaign Against Family Violence

By Beth Stitely | Posted: Wednesday October 21, 2015

'It’s Not Ok' is a national campaign that aims to reduce and prevent family violence by changing the attitudes of society. Jane Hutton, Anglican Family Care Team Leader of South and Central Otago, has been instrumental in bringing this campaign to the community of Balclutha. She’s eager to raise awareness of this social issue and to get people talking. 

Recent statistics published by The Ministry of Justice reveal that family violence remains one of New Zealand’s most significant social issues. Last year, more than 100,000 incidents of abuse were reported to Police – that’s around one every five minutes. In addition, New Zealand is recorded as having the highest intimate partner violence in the developed world and the fifth highest reported rate of child abuse. * To combat these statistics, the Ministry of Social Development has created the 'It’s Not OK' campaign whose success is dependent upon the support  received at the national and local levels. This campaign is unique because well-known community members volunteer to be advocates for the cause. They are called ‘Champions’ and are identified as local points of contact for those who want to seek advice and support.

'It’s Not OK' was launched at the Anglican Family Care Community Forum on 24th August where various members of the Balclutha community met to  learn about Anglican Family Care and the campaign. In attendance were local police officers, Robin Hutton and Rochelle Gordon, as well as Balclutha Mayor, Bryan Cadogan. They’re supportive and enthusiastic for this campaign and eager to see positive results. “It’s an opportunity to raise the profile and acknowledge the issue of family violence,” says Mayor Bryan Cadogan. “It’s the first step to breaking down barriers that allow family violence to exist and presents the opportunity for open and frank discussion.”

The Mayor is just one of over twenty individuals who claim the title of ‘Champion’ and is featured on posters that will be displayed in and around the community. These posters strategically promote local members of the community with the intention of getting people to talk about family violence. “The posters are of people that we all know well,” says Jane Hutton. “They send the message that this is a person you can trust and that you can talk to them if you or someone you know is having a problem with family violence.”

The desire to start the campaign began about a year ago when Jane and her co-workers realised they were working repeatedly with many women who were  unaware of being in an abusive relationship. Officer Robin Hutton also encounters this same situation. “We see families that don’t think what’s happening to them is family violence. There’s the thinking that ‘it’s always been this way’. It’s an inter-generational problem and because of that it's often accepted as the norm.” He recognises that the community of Balclutha has seen an increase in the reporting of family violence over the years but also notes that the channels for reporting violence have been made easier.

Officer Hutton is hopeful that awareness and education can break the view that family violence is normal and acceptable behaviour. “Early intervention is what it’s about. Prevention is a pillar of what we, the Police, are about. If we can prevent family violence, then we’re seen as doing our job.”

Mayor Bryan Cadogan also agrees in the importance of breaking the cycle of the normalisation of family violence. “The more society says it’s not acceptable, the more change can come about. We all have a part to play and it’s not just the police who need to be socially responsible.”

'It’s Not OK' campaign has been proven successful in other New Zealand communities and Jane Hutton, the local campaign Coordinator, is hoping to bring that success to Balclutha as well. “We currently have five posters that will be prominently displayed in our community.” These posters feature a diverse group of Champions including the Mayor, Police officers, paramedics, Tokomairiro High School Drama group, Big River Bikers as well as hairdressers from Hair Workz. “We intentionally sought a diverse group because we want to cover the whole community and we want it to be community owned.”

A key aspect of this campaign is to get the message out that family violence can happen to anybody: people of any ethnicity, age, gender, sexuality or socio-economic group. Typically family violence is perceived only as physical violence but it's important to recognise it also includes emotional, financial and psychological abuse as well.

Hopes remain high for a successful campaign and raised awareness. “If this campaign stops one incidence of violence, it will be a success,” says Mayor Cadogan. “I would like to see this campaign bring about a change in social attitude and a belief in a better future. If family violence stops here, in this generation, then that success will flow to future generations as well.”

If you or someone you know is experiencing family violence, you can find help at  http://www.areyouok.org.nz or Dunedin Collaboration Against Family Violence or Anglican Family Care.

In all emergencies ring 111; For crisis intervention ring Child Youth and Family on 0508 FAMILY or Gore Women’s Refuge who cover the Clutha District, 0800 004343.

Anglican Family Care provides planned interventions, please phone 03.418.2530  (Balclutha) or 03.477.0801 (Dunedin) during week days.

*"Strengthening New Zealand's legislative response to family violence" Ministry of Justice, August 2015