Get Better Everythings

Ministry of Social Development

The It’s Not Okay campaign, started in 2008 and is well-known across Aotearoa. While many people understand what constitutes harmful behavior and do not plan to use violence, they may not have learned how to process stress, grief, or frustration—emotions that can build up and culminate in anger.

Even men who recognize the need for change often struggle to find the motivation to seek help, unless they are reminded of what is at stake. We wanted to tap into the potential of these men and help them see how much life can improve on the other side of their change journey—not just for the people they may have let down, but for themselves as well.

The Get Better Everythings campaign takes a fresh approach to addressing this longstanding issue, showing empathy for users of violence and the challenges they face.

The campaign launched over the Christmas period, a time when offending often increases. It was delivered through Out of Home, Film, Social & Digital Media, and Radio, and it centered on the stories of five courageous ‘Changemakers.’ These are men who have walked the path of change and are motivated to share their experiences with others. By understanding their stories and focusing on their successes, the campaign provides insight into the many ways life can improve.