Tackling family violence in our communities

Prime Minister Helen Clark and Associate Social Development Minister Ruth Dyson today joined the Families Commission and the Ministry of Social Development in launching the Campaign for Action On Family Violence.

The Campaign for Action on Family Violence is a major initiative of the Taskforce for Action on Violence within Families.  The Ministry of Social Development and the Families Commission are jointly leading the $14 million campaign.

"Family violence is a community problem. We all have a responsibility to support efforts to put an end to it in our communities," Helen Clark said.

"Despite progress in shifting out-moded perceptions that family violence is a 'private' matter, there is more work to do to ensure that it is widely appreciated as a community issue.

"The campaign we launch today has a simple message.  Family violence is not ok.  It is not ok at any level, from verbal abuse to violent assault," Helen Clark said.

Ruth Dyson said that the campaign will add to raising awareness of the family violence in our communities.

"It will support the great work that is happening at a local level in helping change attitudes and behaviour towards family violence.

"It reminds us that we should not, and cannot, ignore the signs of violence. It reminds us that we all have a responsibility to speak out against family violence," said Ruth Dyson.

The campaign consists of three components:

• Communications including mass media advertising, an 0800 number, a website, media advocacy and resource development
• Community action, including a Community Action Fund and partnerships with non-government organisations and the corporate sector
• Research and evaluation to measure and inform the campaign

"We are providing support, information and resources to help people understand the impact of family violence and how they can make changes in their own lives and help protect others," said Ruth Dyson.

Background information

How is family violence defined?

The term ‘family violence’ covers a broad range of controlling behaviours, commonly of a physical, sexual, and/or psychological nature which typically involve fear, intimidation and emotional deprivation. It includes partner violence, child abuse and neglect and elder abuse.

How will this campaign make a difference?

The campaign is different in that it aims to change the social climate in New Zealand. It aims to change attitudes and behaviours towards family violence by empowering individuals, families and communities to take action to create an environment where family violence is not tolerated, and where people know what they can do to help stop it.

Communities are being supported to come together and take action against family violence. The aim is that family violence is less likely to be hidden or implicitly condoned by families, friends and neighbours. People will be more likely to recognise family violence when they see it, speak out about behaviour they don’t like, and know how to get help.

This campaign is not a quick fix.  And it is not happening in isolation.  It is one part of a comprehensive Programme of Action being overseen by the Taskforce for Action on Violence within Families

How much is the campaign costing?

The TV advertising will cost around $3 million is only one part of the total $14 million campaign over four years. The major funding elements of the campaign are spending on community initiatives through the Community Action Fund and funding for partner organisations, written resources, a website, 0800 number and research and evaluation.

The first advertisement will create the foundation for the campaign. A number of well known New Zealanders have given their time freely to feature in the first advertisement to say that family violence is not OK. The next phase of advertisements will air in 2008.

Family violence is estimated to cost New Zealand society billions of dollars every year in economic costs to families, the health system, the justice system and workplaces.

Who is behind the campaign?

The campaign is an initiative from the Taskforce for Action on Family Violence. The Taskforce brings together decision makers from government and non government sectors, the judiciary and Crown agencies. The campaign work is being led by the Ministry of Social Development and the Families Commission.

How will the campaign cope with any increased demand on services?

Community-based family violence and family support services play a vital part in preventing and addressing family violence. The impact on their services will be constantly monitored and strategies are in place to respond to any significant increases in demand.

A $5 million fund has been established to ensure that funds are available where service providers can demonstrate significantly higher demand on their services as a result of the campaign.

Many people will also turn to family and friends for help. The new 0800 Family Violence Information Line and the website will be available to answer general questions and provide people with self-help information. This campaign encourages people to take the time to listen and support people affected by family violence within their support networks.

Local and national level NGOs have been involved in every step along the way, developing this campaign.

How is the 0800 phone-line different from any other support phonelines?
[Please note: the 0800 line does not go live until Sunday 9 September]

There is no other line in existence that provides the level of service that the Family Violence Information Line will provide.

It is not a crisis line and does not replace existing services.  Instead, the 0800 line makes it easier for anyone to be connected with the most appropriate service that they need.

It is expected that a large majority of the calls will be people seeking information about a broad range of issues raised by the campaign (such as parenting, relationship issues etc) rather than emergency support for family violence.

The role of the 0800 456 450 call line is to:

• help people to access general information and self-help information (via post and the campaign website)
• find a specific service or range of local services that best match a caller’s needs
• connect callers to crisis services in cases of emergency

While this is not a crisis line, operators have been trained in how to handle crisis calls if they occur.  Representatives from CYF and the Police have participated in the development of the line and there are agreed procedures as to how crisis calls will be handled.

What is the Community Action Fund?

The Community Action Fund is a key part of the campaign to help mobilise community action. It has been established to provide support to innovative community projects aimed at preventing family violence
Thirty three projects have already received support in the first round of funding. A second round of funding is due to be announced.

Contacts for more information about the Campaign for Action on Family Violence:

Stephanie Edmond, Communications advisor, Ministry of Social Development, ph 029 200 6102.
Karlum Lattimore, senior media advisor, Families Commission ph 04 917 7045 or 029 917 7045.