New Zealand's FCB and Home magazine have tied up for a powerful new campaign to highlight that family violence is not bound by socio-economic status.
The campaign for It's Not Ok took the form of a magazine feature looking like any other editorial in the magazine, featuring a wealthy suburb and a normal looking couple. But within the six-page spread was clues as to what really happens in this house: blood smeared walls, turned over chars and smashed vases.
The spot concludes with a message that family violence can happen anywhere, to anyone and in every kind of neighbourhood.
New Zealand Violence Against Women study found that 26 percent of women who live in a home with a household income of over $100,000 per year have experienced physical or sexual violence from an intimate partner.
Jill Proudfoot, the client services director at anti-violence group Shine (a partner of It's Not Ok) said “I’ve encountered many women living in beautiful homes who were feeling suicidal because they couldn’t see a way to escape their abuse.
“If their abusive partner holds a position of power in the community, it’s even harder to leave and to be believed. A lot of these women considered leaving their homes to be too great a risk to their family. Their loyalty often makes them put their partner’s reputation ahead of their own safety.”
