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It's not OK Campaign Community Evaluation Project report

August 05, 2015 at 6:25 PM

It's not OK Campaign Community Evaluation Project report and case studies

 (Kaitiaki Research and Evaluation Ltd, 2015)

In 2014, the Ministry of Social Development commissioned an evaluation of how the campaign has supported change to address and prevent family violence within communities.

Dr Michael Roguski of Kaitiaki Research and Evaluation Ltd was commissioned to evaluate community-led It's not OK campaigns in 7 communities:

  • Gisborne;
  • Levin / Horowhenua;
  • Taupō;
  • Counties Manukau Rugby League;
  • New Plymouth;
  • Ohakune; and,
  • Paeroa. 

The evaluation findings include changes identified as a result of the campaigns and critical success factors in common across the campaigns.

The evaluation report and case studies are available for downloading as separate documents in PDF and word docx formats.


Overview (from the Exec Summary)

The ‘It’s not OK’ Campaign has resulted in increased awareness of family violence and a number of attitude and behaviour changes at an individual, families / whānau and community level.  However, these changes have occurred incrementally.  Within a context of intergenerational family violence and wider cultural antecedents that contribute to family violence there is a need for a long-term family violence Campaign. 

It would be a tragedy if the Campaign stops.  It will take another 20 years to get to the top. (New Plymouth, Social service provider #7)

We haven’t achieved change yet but we are on the upward curve. (New Plymouth, Social service provider #2)

The evaluation found that the campaign had:

  • increased awareness and message infiltration;
  • increased willingness to discuss family violence;
  • inspired people to intervene;
  • led to young people changing their behaviour;
  • led to changes to organisational culture;
  • developed a sense of community ownership; and,
  • led to an increase in family violence reports to Police and lower thresholds for people reporting.

The critical success factors in common across the seven communities show how the Campaign has supported change.

They were identified as:

  • resourcing from the national It’s not OK Campaign;
  • support from the national It’s not OK team;
  • local leadership;
  • a dedicated local Campaign coordinator;
  • community awareness of family violent incidents; and,
  • local champions. 

The national Campaign and the campaign team were seen as critical in providing expertise, funding and resources to the projects.

The national Campaign team’s partnership approach in encouraging local ownership and leadership of the Campaign, local messages and the development of local champions was also seen as a factor of success.

Category: It's not OK