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Campaign for Action on Family Violence : reach and retention of the 'It's not OK' television advertisements McLaren, Fleur

By: Contributor(s): Material type: TextTextPublication details: Wellington, [N.Z.] Ministry of Social Development 2010Description: 14 p. ; computer file : Microsoft Word format (148kb)ISBN:
  • 9780478323887 (Online)
Subject(s): Online resources: Summary: Note: For details of the four tracking surveys which have now been completed, email: areyouok@msd.govt.nz The Campaign for Action on Family Violence takes on a multi-layered integrated social marketing approach and includes media advertising, community action, community partnership, media advocacy and media training, a help-line, a website and other resources. The mass media component of the Campaign has two phases of television advertisements. Television advertising makes the issue of family violence visible and relevant for New Zealanders, and has had a significant influence in motivating discussion and change. The first phase of the TV advertising was launched in September 2007 and focused on changing social norms. The second phase was launched in February 2008 and focused on stories of positive change in intimate partner violence. Three tracking surveys were completed to measure the reach and retention of the Campaign TV advertisements. These three telephone surveys were completed in December 2007, April 2008 and September 2008. In total, 2695 persons aged between 18 to 49 years were surveyed. In the third tracking survey, recall of the Campaign was high: 95 per cent of the total sample recalled something from the Campaign. This is an increase from 87 per cent in the first tracking survey in December 2007 and 89 per cent in the second tracking survey in April 2008. Ninety per cent of those surveyed recalled seeing one or more of the TV advertisements from the second phase of the Campaign (stories of positive change). This was significantly higher than the second tracking survey with a recall rate of 66 per cent. Over one in five (22%) of those who have seen the TV advertisements reported taking some action as a result, which is consistent with the first and second tracking surveys. The most common actions reported by those who recalled the advertisements were to: • talk to family or friends about violence they were worried about (14%) • obtain information about family violence (8%) • contact some other organisation, professional or community leader to talk about violence they were worried about (5%).
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Item type Current library Call number Status Barcode
Access online Access online Vine library Online Available ON12080331

On cover: Prepared by Fleur McLaren Prepared for Centre for Social Research and Evaluation Te Pokapû Rangahau Arotake Hapori March 2010

Note: For details of the four tracking surveys which have now been completed, email: areyouok@msd.govt.nz
The Campaign for Action on Family Violence takes on a multi-layered integrated social marketing approach and includes media advertising, community action, community partnership, media advocacy and media training, a help-line, a website and other resources. The mass media component of the Campaign has two phases of television advertisements. Television advertising makes the issue of family violence visible and relevant for New Zealanders, and has had a significant influence in motivating discussion and change. The first phase of the TV advertising was launched in September 2007 and focused on changing social norms. The second phase was launched in February 2008 and focused on stories of positive change in intimate partner violence. Three tracking surveys were completed to measure the reach and retention of the Campaign TV advertisements. These three telephone surveys were completed in December 2007, April 2008 and September 2008. In total, 2695 persons aged between 18 to 49 years were surveyed. In the third tracking survey, recall of the Campaign was high: 95 per cent of the total sample recalled something from the Campaign. This is an increase from 87 per cent in the first tracking survey in December 2007 and 89 per cent in the second tracking survey in April 2008. Ninety per cent of those surveyed recalled seeing one or more of the TV advertisements from the second phase of the Campaign (stories of positive change). This was significantly higher than the second tracking survey with a recall rate of 66 per cent. Over one in five (22%) of those who have seen the TV advertisements reported taking some action as a result, which is consistent with the first and second tracking surveys. The most common actions reported by those who recalled the advertisements were to: • talk to family or friends about violence they were worried about (14%) • obtain information about family violence (8%) • contact some other organisation, professional or community leader to talk about violence they were worried about (5%).

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