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.