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New‘It’s Not OK’ TV Ads build on success

New‘It’s Not OK’ TV Ads build on success and continue changing public attitudes

Domestic abuse specialists at Shine are excited that the Ministry of Social Development ‘It’s Not OK’ campaign is launching new TV ads this week.

Shine Client Services Director Jill Proudfoot says, “I’ve been working in this field for 15 years and I firmly believe that the Ministry’s It’s Not OK campaign has been hugely successful in creating a lower tolerance for domestic abuse. Certainly there are many more people talking about the issue, and using the catchphrase ‘It’s Not OK’.”

“It is fabulous that these new ads are using the faces of real people with real stories about domestic abuse. This will create more talking points, start more conversations, and remind people that this issue affects real people – throughout society – and that It’s Not OK!”

Everyone who features in the refreshed ads is an advocate for violence-free families – including community mobilisers such as Tim Marshall and Elizabeth Kerekere, well-known faces including Mike McRoberts and Tina Cross, or families members who are living with the tragedy of family violence homicide, like David White and Karen Edwards.

The ads will screen for three weeks in May, three weeks in June and two weeks in July. As well as all free-to-air television, the ads will also screen on Sky and digital media, including On Demand, You Tube, TradeMe and Stuff, and social media.

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