This strategic document outlines the purpose and new direction of the Campaign for Action on Family Violence. It includes the new five-year strategy for the It’s not OK campaign, as well as an outline, supporting rationale and proposed approach for a new campaign directed at young people and adolescents to promote healthy and safe relationships.
The campaign has re-set its strategic intent, with the next phase strengthening its focus on preventing violence by men, who generally cause the most harm, with evidence suggesting gender inequities are a fundamental driving factor. Specifically, the strategic focus includes:
mobilising men using violence around positive behaviour change
mobilising influencers, both formal and informal, of men using violence
working with communities so they support positive behaviour change and safe relationships
continuing to address the social norms that promote or reinforce the use of violence, including gender norms.