The Campaign for Action on Family Violence, the It’s not OK campaign, is a community-driven effort to reduce family violence in New Zealand. It is about challenging attitudes and behaviour that tolerate any kind of family violence.
This brief involved taking shots of different family scenarios to illustrate the messages of the campaign around getting help, building relationships and keeping kids safe . The images were used in the printed resources and website to support the Television advertising campaign. The style of the photography was natural it was about capturing the relationships between people to reinforce the benefits of getting help and show the positives of developing close loving relationships that are violence free.
This extended into the It’s not Ok campaign against Elder abuse and reporting family violence.