000			03585nam a2200361Ia 4500
001			116227
005			20250625151210.0
008			110331s2010 eng
020			_a9780478323887 (Online)
040			_aWSS _dAFV
100			_aMcLaren, Fleur _91685
245			_aCampaign for Action on Family Violence : _breach and retention of the 'It's not OK' television advertisements _cMcLaren, Fleur
260			_aWellington, [N.Z.] _bMinistry of Social Development _c2010
300			_a14 p. ; computer file : Microsoft Word format (148kb)
365			_a00 _b0
500			_aOn cover: Prepared by Fleur McLaren Prepared for Centre for Social Research and Evaluation Te Pokapû Rangahau Arotake Hapori March 2010
520			_aNote: 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%).
522			_anz
650	2	7	_2FVC _aADVERTISING _948
650	2	7	_2FVC _aATTITUDES _970
650	2	7	_2FVC _aDOMESTIC VIOLENCE _9203
650	2	7	_2FVC _aINTERVENTION _9326
650	2	7	_aMEDIA _9367
650	2	7	_2FVC _aPUBLIC OPINION _9481
650	2	7	_2FVC _aSOCIAL CHANGE _9544
650	2	7	_aSOCIAL MARKETING _92645
650	2	7	_2FVC _aTELEVISION _9603
650	2	7	_9458 _aPREVENTION _2FVC
651	2	4	_aNEW ZEALAND _92588
710	2		_aNew Zealand. Ministry of Social Development. Centre for Social Research and Evaluation _92382
856	4		_uhttp://www.msd.govt.nz/about-msd-and-our-work/publications-resources/research/campaign-action-violence-tv/index.html
942			_2ddc _cREPORT
999			_c2489 _d2489