Otorohanga Champions
Evaluation of the 2015 /2016 Campaign
Prepared by:
Debbie Goodwin: DBZ Consultancy Ltd
March 2016
Executive Summary
This summary identifies key themes from all the data sources (event
surveys, champions focus group and surveys, project team focus group and
survey, community survey, log books, agency referral data, observations,
document review). It answers the key evaluation questions:

What are the key components of the Otorohanga Champions project and
how do they contribute to reducing Family Violence in Otorohanga?

How well has the project been implemented and how effective has the
collaboration been with the community?

What impact has the project had in the community?

What can we learn from the project to inform future projects?
What are the key components of the Otorohanga
Champions project and how do they contribute to
reducing Family Violence in Otorohanga?
The key components of the Otorohanga Champions are outlined in a theory of change model (next page).
The project contributes to reducing Family Violence in Otorohanga through:

Engaging the community in meetings and establishing a representative project team to support the
campaign

Recruiting and training community people to champion family violence-free messages

Undertaking public events and communication strategies to engage the community and raise
awareness

This has resulted in increased discussion and knowledge about family violence-free messages, support
services and how to get help (slide 27,28,32,33)

A key element is the Champions impact on their circle of influence which appears to create significant
engagement in the key messages

It was not possible to determine whether there has been increased referrals to support agencies,
however some Champions made a number of referrals. While agency referral data was obtained this is
limited and requires comparison dates to understand the trends for seeking help.
A Theory of Change Model for Otorohanga Champions
Programme
Family Violence Free
Otorohanga
Establish a community
project team
Recruit, train and
resource community
champions to support
key FV messages
Raise awareness of FV
in the community and
messages that support
getting help - through
public events and
communication
strategies
Increase community
discussion and
knowledge about
family violence-free
messages, support
services, how to get
help, and how to
support others
More people reporting
FV and accessing
support services
A community that
supports Violence
Free Families
How well has the project been implemented
and how effective has the collaboration been
with the community?

The project team and Champions group were set up representing a range of different groups
from the community

The Champions campaign was well planned and implemented with good participation from the
community (Slides 27, 33,48)
Champions training:

The Champions have good knowledge of the services available and are trusted people in the
community

Most Champions felt prepared for their role however ongoing training, experience and full
attendance by all Champions could better support them in their role

Overall the Champions grew in knowledge and confidence during the training and the campaign
but they acknowledge that there is still a lot to learn (Slide 43 – 46).
What impact has the project had in the
community?

Champions are having lots of discussion with people in their communities
about the Champions project and family violence, especially in their own
circles of influence.

There was great community spirit at all the events and a greater awareness of
family violence was evident.

There is increased discussion about family violence in the community.

Many people from the community remember the key messages of the
campaign, and Champions noted some change in attitudes.

There have been a number of referrals made and support given by
Champions.
See slides 18, 27, 28, 32,33, 36,38 for examples.
What can we learn from the project to
inform future projects?

There is a strong desire by Champions, the Project team and the members of the
public for the campaign and events to continue.

There is an understanding that the promotion of key messages need to continue in
the community to further the campaign’s impact.

There is a need to focus on unreached groups in the community.

More involvement from young people both in the community survey and as
Champions is an area to look into in the future. A focus on youth strategies may
support promotion of the key messages amongst this group.

Capturing a baseline of referral and service data requires a joint agreement with
the key agencies and over time will provide an understanding of the demands for
help-seeking in the local community, however there are significant limitations to
using this as data for family violence incidence and it won’t capture those that
seek help from services outside the district.
[Slide 39 – example of feedback]
Background
The Champions project has been
identified as an effective way of
addressing family violence in
communities.
The national TV campaign ‘It's Not OK’
has had a key part to play in laying the
ground work for communicating the key
messages of “It’s not OK” and “It’s OK to
ask for help.”
It’s important to acknowledge that
raising awareness and making family
violence a less taboo conversation is the
first step to making a difference.
The overall goal of the campaign is a:
Family Violence Free Otorohanga
The objective is to:
Reduce family violence and its effects on
children.
Background
Key groups involved
The Otorohanga Family Violence Champions Campaign is a community
collaboration led by the MFVIN group (the Maniapoto Family Violence
Intevention Network).
Groups involved are:

Maniapoto Family Violence Intervention Network

New Zealand Police

Waitomo / Waipa Women’s Refuge

Otorohanga Support House

Te Oranga Pai (Kokiri Trust)

Ngati Maniapoto Marae Pact Trust

Population Health

Te Kuiti Community House

Ministry of Social Development

Otorohanga College

Otorohanga District Council & Waitomo District Council
Family Violence Free Otorohanga
Aims:

To contribute to reducing Family Violence in Otorohanga
by promoting ongoing positive change in people’s lives and
in their communities.

To raise awareness of family violence in the Otorohanga
community.

To increase community knowledge about support services.

To increase access to support services.

To increase `reporting` (not incidence) of family violence.

To facilitate sustainable change in Otorohanga community
attitudes utilising ‘It’s Not Ok` messages.
The Campaign planning began in May 2015 and was launched
in November 2015. Twenty two Champions were recruited.

Community Public Meetings – May / June 2015

Set up of Project Working Group – June 2015

Recruitment of Community Champions – ensuring good
representation across the community – July 2015

Training for Champions – August – November 2015

Launch of Campaign – Picnic in the Park – November 2015

Campaign communication strategy – Billboards, Posters,
Community Events, Facebook, Newspaper articles

Delivery of posters to 105 Otorohanga businesses (15th –
22nd January 2016)

Delivery of posters to 12 Kawhia businesses (12th Feb 2016).

5 Billboard sites installed 4th January 2016 (Village Green,
Bailey Ingham, Oto Medical Centre, Oto Pool Complex, Oto
Soccer Club)

Kawhia BBQ on the Beach – 27th Feb 2016

Poukai at Marakopa
This is an evaluation report developed in partnership
with the Project Team

An external evaluator
supported members of the
project working group with
developing the evaluation
framework, methods and
reporting. Much of the data
collection was undertaken by
members of the project
working group.

The aim of this evaluation was
to build on previous evaluations
and build the capacity of the
project working group to
evaluate their own
interventions in future.
The key evaluation
questions are:




What are the key components of the
Otorohanga Champions project and how
do they contribute to reducing Family
Violence in Otorohanga?
How well has the project been
implemented and how effective has the
collaboration been with the
community?
What effect/impact has the project
had in the community?
What can we learn from the project to
inform future projects?
Key success criteria
were developed with
the team.

Success criteria were developed with
the working group

Champions also provided feedback on
the criteria
Criteria covered key components of the
campaign

Champions

Community Events

Other promotions

Project organisation

Overall campaign success
Evaluation Success Criteria
Champions
Community Events
Other Promotions
Project organisation
Overall Campaign success
Champions are educated and aware Large numbers attend the
of family violence, feel confident to
PIP Launch Event
share knowledge around family
violence and help others when asked
Other promotional
There is good community
resources are displayed and involvement and
aligned with the National
collaboration in the service
“It’s Not Okay” Campaign
Family violence support services are
utilised more in the community
(increased uptake)
There is increased reporting (not
increased incidence)
More people coming forward for help
(to Champions, community agencies)
Eventually less police call outs for FV
Champions have good knowledge of
the services in Otorohanga
There is good community
spirit at the events
Five billboards are
displayed in good locations
in the community
Community leadership is
developed
There is more open discussion by the
public about Family Violence and it is
demystified
People in the community recognise
the Champions
Community awareness
about Family Violence is
raised
Promotional materials are
respected by the
community, and stimulate
conversation in the
community
People in the community approach
and engage with Champions
There is positive feedback Key messages are repeated
from all age groups about at all events
the events
Collaborative partnerships The key messages are remembered by
are fostered and developed the public and awareness is raised
about Family Violence
-more people know it’s not okay
-more people know it’s okay to ask for
help
-more people know where to go for
help
Training is appropriate and Community knowledge about family
supports the needs of the
violence as well as support services is
champions to perform their increased,
role
Support people are friendly and
helpful
Evaluation Success Criteria (pg 2)
Champions
Community Events
Other Promotions
Project organisation
Overall Campaign success
Champions are trusted by people
The events and the
campaign have good
media coverage in the
Waitomo news / MFM/
Cruise FM (and social
media)
Champions involvement
in community events e.g.
Christmas parade
Promotions are well
received by the public,
responsive and easy to
understand (short succinct)
The project working group
feel they were provided
with good information and
support from the MFVIN
representatives?
Improved attitudes toward family
violence and helping others
The campaign overall was
well planned and
implemented
People feel more comfortable asking
for help or helping others in need
Champions feel confident and
passionate to be actively advocating
at community events and
opportunistically
Champions support and encourage
each other to support the
community
Champions will continue beyond Feb
2016
Key learnings are identified Reduction in family violence
for future programmes
incidences
Children are safer
The project is sustained
Family Violence free Otorohanga is the
beyond February 2016
norm, the cycle of family violence is
broken
There is interest from other Other community members become
towns about implementing champions and the project is ongoing
the Champions programme
The Oto community
Otorohanga is known for its stand
mentors other towns and
toward violence-free environments
communities – success
breeding success)
This campaign supports the
next phase “It’s OK to Help”
Evaluation methods

Document review
o

Champions training surveys
o

These were used to develop a baseline understanding for future reference
Community/Public survey
o

Several event surveys were developed and implemented against key criteria
Referral data from family violence services and police
o

An app was developed for use on mobile phones to log interactions with people
Launch and events public surveys
o

These were developed against key criteria
Champions logbook
o

Previous evaluations, minutes, promotional material, facebook page
76 people were canvassed in the main streets of Otorohanga and at different public
events after the campaign (Feb 2016)
Focus group with champions and project working group
Findings - Champion’s log book
Most conversations reported by Champions were about others recognising the
campaign and increased awareness; there were lots of discussions, and a
smaller number of actions and referrals being made
Champion's impact on others (n = 20)
350
300
250
290
267
200
150
100
50
0
89
32
10
15
15
Findings - Champion’s log book
Champion’s contacts were fairly even across all contact types – a number
of Champions had a lot more contacts with people than others
Champion's contact type (n = 20)
100
90
80
93
85
91
77
70
60
50
40
30
20
10
0
Family
Friend
Work Colleague
Other
Findings - Champion’s log book
Champions are receiving good response and recognition in
the community
“All my old work colleagues really backed the cause ever since they found out I was a
champion. Since then they have made sure that everyone (at work) knows about the
program. They even put up some posters in the crew room, to spread the awareness.”
“Eight total strangers have recognised me from the billboard and posters in town.”
“Up to 20 friends have commented on the posters and news coverage. Some have been
jokes but all have encouraging and has increased the awareness about family violence.”
“When wearing the champions T shirt out of town (like in TA) I've had nods & "good on you"
comments from a handful of strangers.”
“Four of my bosses at work know I'm involved with the project and have been supportive of
the cause.”
Findings - Champion’s log book
Champions are helping to shift awareness in their own circles and people
are starting to talk about family violence.
Several Champion’s had to make a stand in social circles when people
joked about the topic.
“Group chat explaining and discussing champions’ campaign. Sensed a shift in
awareness and receptiveness to even talking about family violence. Improved
realisation that it's not just physical abuse and that it happens in white middle
class families too!”
“Another joke made about hitting/smacking children...this time the children in
the room said ‘family violence is not ok.’”
“I have been recognised for my role in a few friends’ circles and some joke but
when they see that you are respectful and willing to fulfill the role with huge
seriousness then they settle down with the silly talk.”
Findings - Champion’s log book
Friends and family are learning more about family violence and
sharing their own problems, and a few champions were able to
point people in the right direction.
“Whānau realised that yelling is emotional
abuse.”
“All of my friends have been really intrigued
about the program, and have all been asking
me about it, and I’ve actually had a few of
them reveal problems that they have had in
the past, so I talked to them help them to talk
about it, and referred them to other people
they could go see to help.”
“She also disclosed that her friend is in an
abusive relationship. We talked about ways
that she can help her friend.”
Findings - Champion’s log book
Champions are making a difference in the community and it
is having a ripple effect.
Champions are taking a stand in the community.
“One on one discussions with several grandparents who openly admit the
problem.... will take the message home to children / grandchildren. Would have
liked to see more of the young ones there. Many have personal experience and
see the value in breaking the cycle.”
“I have given this family pamphlets of information and advice along with all local
support phone numbers. Great discussion.”
“Nine adult family members wore their It's Not OK T-shirt to McDonald's for
dinner and to promote the message. Many people looked at us but none came to
talk with us.”
Findings - Champion’s log book
Champions are providing referral information and support to
family members
“I was asked to support a friend’s friend to get
away from a situation but she isn't fully ready
for intervention…I have offered to make
myself available when she is ready.”
“Six people have asked for in-depth help and
I've referred them on to help services & some
to refuge.”
“I had a local family asking for support with a
family member who is violent to his partner they were seeking help so I offered them all
the local numbers of different people who can
support them through this tuff time!”
Findings - Champion’s log book
The local events have helped Champions connect with the community as a
person standing up against family violence
“Woman who was physically abused by her father when
she was a child spoke to me about her childhood and
aspirations for her own violence free family. This was
at Picnic in the Park.”
“So I told him it's not ok to control his partner or her
actions. I said there is help available if he wants
it…Annnnnnd. ....he has contacted a counsellor to seek
help.”
“Woman who I didn't know waved to me at the Xmas
parade. I went to give her a badge and she THREW her
arms around me and told me that it's been really tough
and she has just left a "BAD" relationship. I wish I had
more time to listen to her story. I told her to stay
strong and she has done the right thing. Gosh.”
Findings – Picnic in the Park survey
Key messages are getting through; the many positive comments were evidence
of the overwhelming support for the day
Key messages from Picnic in the Park - Nov 2015 (n = 70)
“Awesome! Well
organised and
those that are
involved are
really
approachable!”
30
28
25
24
20
15
12
10
5
5
5
0
Champs are here to It's okay to ask for help
represent key messages
about family violence
Violence is not okay
Other
Community coming
together
“It was a good
family day out.
Mean day for all
of my Tribe.”
Findings – Picnic in the Park survey
Ratings were high at Picnic in the Park, over 90% believed key messages of
family violence were heard, and that they had a better understanding
themselves (n = 86)
Not at all
A little
Some
Good
Excellent
0.9
80%
0.8
73%
0.7
69%
66%
65%
0.6
0.5
0.4
32%
0.3
0.2
0.1
26%
26%
20%
19%
3%
1%
2%
5%
2%
1%
4%
4%
1%
0
There is good community Key messages about family
You have a better
You have a better
Locals will recognise the
spirit at this event.
violence were heard and
understanding of the
understanding of the
Champions and feel more
now locals are more aware services that help people effects of family violence comfortable approaching
who may experience
on families and children
them if they need help
family violence
Findings – Picnic in the Park survey
Suggestions for improvements
to Picnic in the Park

The most common suggestion was to keep the event
going and to do more events like Picnic in the Park

There were a lot of statements encouraging the team to
“keep going”

More activities were suggested including more children’s
activities, games, water activities and talent quest

A number of amenities were suggested such as water,
sunblock, more shade, and even an icecream or iceblock
stand

Cultural performances were suggested as well as
combining the event with Māori sports days/events

A few suggested more promotion and advertising, listing
the services and using more professionals involved (fire
brigade, pastors, business people)
Age breakdown of respondents (n = 84)
45
40
35
30
25
20
15
10
5
0
< 18
18 - 24
25 - 44
45 - 60
plus 60
(NB 85% who completed the survey were
females).
The event was advertised via 3000 mailbox invites, 2 newspaper
pre-articles, 200 invites given out at Countdown, personal
invitation to all Otorohanga South Students, posters down
Otorohanga main street, school newsletter ads, Face Book post.
Findings – Maniapoto Family Violence Intervention Network
Facebook page is well utilised and has a wide reach

Some Facebook posts have reached over 5,000 people

Kawhia video - 1535 people reached, 686 engaged

Kawhia photo album - 1100 people reached, 1907 engaged

Marae poster – 1700 people reached, 613 engaged

Rugby - 5200 people reached, 777 engaged

Annie & Andrea - 1400 people reached, 576 engaged

Dennis - 3023 people reached, 944 engaged

Picnic in the Park – 678 people reached, 2467 engaged
Page Visits
Weekly Total
Reach
(Unique people who see
the page / Newsfeeds)
People Engaged
(Liked, commented,
shared)
Definitions:
“Reached” means appears on unique user
Monthly Statistics as at end Feb
2016
news feed)
“Engaged” means post clicks, reactions, comments, shares)
Total Page
Likes
86
1
9
2,778
1
,
1
4
2
313
1
2
4
514
5
0
4
Findings – Kawhia survey
Most Kawhia people who answered the survey remembered the key messages
of Violence is Not Okay and It’s Okay to Ask For Help.
They thoroughly enjoyed coming together, the BBQ, free food and music
Key messages at Kawhia BBQ on the beach - Feb 2016 (n = 19)
9
8
7
6
5
4
3
2
1
0
It's okay to ask for help
Violence is not okay
Community coming together,
free food and music
Other
Findings – Kawhia survey
Ratings were positive at the Kawhia BBQ public survey and over 90% had a better
understanding of the effects of family violence and the services available (n = 21)
Not at all
A little
Some
Good
Excellent
0.8
72%
0.7
62%
0.6
57%
57%
52%
0.5
0.4
33%
0.3
0.2
33%
24%
24% 24%
19%
14% 14%
0.1
5%
5%
5%
0
There is good community
spirit at this event.
Key messages about family
You have a better
You have a better
violence were heard and now understanding of the services understanding of the effects
locals are more aware
that help people who may of family violence on families
experience family violence
and children
Locals will recognise the
Champions and feel more
comfortable approaching
them if they need help
Findings – Kawhia survey
While many people felt there were no improvements a few
suggestions were made including more events like Picnic in
the Park:
Suggestions for Kawhia
BBQ at the beach
Age breakdown of respondents
(n = 21)
10
9
8
7
Maybe later in the day
Encourage more young parents to attend
Promote it more
Keep in good contact with the local health providers to support
if they can
 Band/karaoke




“Have it more often – our children are so precious.”
6
5
“Awesome for my kids to be around such a positive event. Lovely
to see all generations of whānau present today - & loved the
Zumba.”
4
3
2
1
0
< 18
18 - 24
25 - 44
45 - 60
plus 60
“Thank you to all the helpers and organisers for a great day.”
Findings – Community public survey
Key messages - public survey
40
37
Most mentioned Champions by
those surveyed were:
(between 23% – 33%)
30
Number of comments made
Many members of the
public remembered key
messages (n = 77)
35
25
20
17
15
10
Donna
Ernest
Porky
Eru
Dennis
9
5
2
0
It's okay to ask Violence is not Talk about it /
for help
okay
Break the
silence / Speak
out
Other
Findings – Community public survey
The most common medium for seeing the campaign messages was
the newspaper
Can you tell me where you have seen or heard the family violence free
messages?
60
54
50
40
30
20
10
0
37
34
34
33
31
21
19
3
Findings – Community public survey
The general public are very aware of the Champions and campaign messages,
and over 60% believe the messages will make a positive change (ratings of good
to excellent)
Not at all
A little
Some
Good
Very good/Excellent
Don’t know
0.7
60%
0.6
53%
Percentage
0.5
36%
0.4
0.3
25%
24%
37%
33%
32%
26%
25%
29%
36%
32%
30%
22%
20%
0.2
15%
14%
11%
8%
0.1
1%
3%
3%
1%
4%
7%
4%
19% 18%
18%
32%
19%
1%
0
The messages were The Champions are The campaign has The campaign has Locals are more
easy to understand trusted people in encouraged locals helped locals to
likely to know
the community
to talk openly
better understand
where help is
about family
what family
available because
violence
violence is
of the campaign
Locals will start to The messages have
ask for help early made a positive
or refer a family
change in
member or friend
Otorohanga
to appropriate
community
services
Findings – Community public survey
Changes the public have
seen/heard
What can we learn from the
campaign feedback?

Posters and photos of Champs
around the town
Suggested campaign
improvements

Messages that help is available


People are more aware of family
violence
Keep promoting it: keep getting the
message out there, be seen more,
more use of social media and
newspaper

People are talking about the
messages to others

Try other places: schools, marae,
sports clubs

More events: more people at events,
keep doing the events, timing to suit
farming community

Champions: more people who have
been there, less champions, pick
more locally known people
Findings – Community public survey
Comments from the campaign feedback?

“Some champions
never seen them
before”

“I think they are doing a
good job in spreading the
news of family violence”

“I realise not all
the champions are
at events, Why is
that?”

“Well done! You are doing
an excellent job”

“Thank you all for your
caring for our community”

“I believe it is more
important to tackle
the issue of the
misuse of alcohol
and that is more
likely to curb the
violence”
Findings – Community public survey
A limitation of the community survey are that there were few
people under 24 years contributing.
Age breakdown of respondents (n = 68)  The survey was undertaken
30
by the Project team at
several different sites in the
25
community including;
20
15
10
5
0
< 18
18 - 24
25 - 44
45 - 60
plus 60

A Soccer event

Lifestyles public meeting

Main street of Otorohanga
Findings – Champions survey
Champions have grown in confidence over the campaign (n = 13), however
some feel there is a lot more learning to do.
All of the Champions (who completed the survey) felt ‘somewhat prepared’ for
their role while a number felt ‘very well prepared.’
How confident do you feel in your role as Champion (before and after the campaign)?
9
8
7
6
5
4
3
2
1
0
Not at all
A little
Some
Before…
Quite a bit
Now…
Lots
Findings – Champions survey
Most champions learnt a lot about family services available and many
people talked to them about family violence issues
How well did you know the services that support families experiencing family violence (before and
after the campaign)?
9
8
7
6
5
4
3
2
1
0
Not at all
A little
Some
Before…
Quite a bit
Now…
Lots
Findings – Champions survey
Champions felt that the community has learnt more about
family violence and there are improved attitudes and
behaviour toward family violence
Examples include:

Raised awareness

Work and friends really got behind the programme

It's become less acceptable to "make light" of family violence

A heightened awareness of need to break the cycle

Many women I spoke to… who were keen to take messages back to
whānau or who had experienced family violence themselves and
keen for their children / grandchildren to break the cycle

Making people aware that any form of violence Is not okay and that
joking about it could be harmful to others

Challenged stereotypes mostly i.e. joking about family violence
Findings – Champions survey
Champions felt their role was received very positively by the
community, family and friends, although there were some
‘interesting’ reactions by some.

The Champions felt that the role should continue and that
others should be invited in.

Keep pushing the programme to keep up the awareness, notices
through social media, school newsletters, newspaper

Continue to offer information to the community i.e. seminars,
info nights, business leaders programme

Other suggestions included reaching out to ‘untouched’ groups
i.e. farming community, more public meetings/picnics,

Also suggested were faster paced and more intensive training
“Some of the
champions have
huge circles of
influence”
(Project team
member)
“Continue to
make a stand
against family
violence. Invite
'new' champions
yearly.”
Findings – Project team survey
Project working group members felt there was lots of community
collaboration and that they worked well to implement the
campaign (n = 10)
The project working group felt the champions were “somewhat prepared” for
their role, but more consistent attendance would have helped.
Many of the project team were approached by others to talk about family violence
Examples of this included:

“People and family were interested in the project”

“At the Christmas parade, providers talking to me about services my team
provide”

People stopping to talk at the supermarket, street, service station, discussion at
sports events, and to neighbours

People talking about issues that people had in the home regarding violence

Compliments about taking a stand and being a champion

General discussion about what the Champions Project was about

Lots of discussion about posters
“Went very
well for our
first time,
passionate
team,”
“A lot left to
Caren / Anne”
Findings – Project team survey
The project working group felt there was ‘quite a bit’ of talking going on by the
community about family violence.
They also believed this led to some changed
attitudes and behaviours toward family violence
and engagement with the surveys helped further
the discussion.
Examples included:

Stopping people from joking about it

By people talking to each other and the use of surveys
gets them talking

More about it being okay to talk about it

A lot of talking has started

Lots of discussion with people in the community during
evaluations. And this has been a great start.
There is more to be done:
“Still getting out in the community”
“Think it will take time”
Findings – Project team survey
Most of the campaign components were believed to be ‘quite effective’ or
‘very effective’
How effective were the following campaign components? (n = 10)
9
8
7
Number
6
5
4
3
2
1
0
Community events
Billboards
Not effective at all
Posters
Could be better
Other promo material
e.g. kites
Quite effective
Media/social media
Very effective indeed
Champions
Findings – Project team survey
The project team want to see the momentum continue…
A number felt the role of Champions should be continued and new ones
recruited, with older ones becoming mentors
What more needs to happen?

Continuing and sustaining the effort – “carry on, don’t lose the momentum.”

Ongoing training and support for Champions

Keep refreshing the messages through the media/social media
Suggestions for improvements:

Expectation and commitment set for training at the outset, as well as catch up sessions

Marae-based training over weekend, and more opportunities to practice scenarios

Different age groups and successional planning, buddy up the Champions

Larger and more billboards, and billboards on the main road

More funding and business involvement.
Findings – Agency statistics
Monitoring of statistics is required for better understanding
of the impact of family violence in the community
November 2015 – February 2016



Five agencies supported 63 people
living in the Otorohanga District
(incl. Kawhia) where family
violence was taking place.
Ages were largely adults between
25 and 64 years old (n = 38).
Seven were children under 18
years, and 15 were aged between
18 and 24 years.
48 households had children living in
them ranging from between 1 and
5 children.

57% were female and 43% were male.

Two thirds were Māori and one-third
were European.

Violence included physical, emotional,
sexual, financial, neglect or other.

Family violence incidences (reported
by the Police) rose slightly compared to
the Nov – Feb 2014/15 year (from 94 to
101 for the same period).

NB: Other statistics were obtained for
people living in the Waitomo District
(i.e. Te Kuiti / Piopio) however these
were not counted in this analysis.

NB: not all categories were completed
Overall evaluative judgements: making sense of the data
Judgements were made using the range of data available and moderated by
the project team and champions. The performance ratings are defined below,
and the overall ratings against the success criteria are on the following pages…
Performance Rating
Excellent
Good
Performance descriptors for answering Key Evaluation Questions
Performance is clearing very strong or exemplary in relation to the question. Any gaps or
weaknesses are not significant and are managed effectively.
Performance is generally strong in relation to the question. Less significant gaps or
weaknesses are mostly managed effectively.
Adequate
Performance is inconsistent in relation to the question. Some gaps or weaknesses. Meets
minimum expectations/requirements as far as can be determined.
Poor
Performance is unacceptably weak in relation to the question. Does not meet minimum
expectations/requirements.
Insufficient evidence
Evidence unavailable or of insufficient quality to determine performance.
Source Davidson, J. Wehipeihana N., & McKegg, K. Presentation at the Australasian
Evaluation Society Conference, Sydney, 2011
Overall Campaign Success
Poor
Adequate
Good
Excellent
Comments
Family violence support services are utilised more in the
community (increased uptake)
No evidence available: A baseline of service use has been
recorded
There is increased reporting (not increased incidence)
Too early to tell
There is slightly more incidences being reported to Police
compared to period prior (Nov 14 – Feb 15 period)
More people coming forward for help (to Champions,
community agencies)
Too early to tell
Eventually less police call outs for FV
Too early to tell - Tracking of reported incidences and
service use over future years remain important to
understand changes
There is more open discussion by the public about Family
Violence and it is demystified
The key messages are remembered by the public and
awareness is raised about Family Violence
57% of respondents said good/excellent
Over 80% at the events said good/excellent.
-more people know it’s not okay
Over 60% (from community survey) remembered a key
message
-more people know it’s okay to ask for help
55% feel locals will start to ask for help or refer to
appropriate services
-more people know where to go for help
69% feel locals will know where to go for help because of
the campaign
Community knowledge about family violence as well as
support services is increased
Support people are friendly and helpful
55% of respondents said good/excellent (FV) and 69%
support service knowledge
No data is currently collected around satisfaction of
support services for this project
Champions
Champions are educated and aware of family
violence, feel confident to share knowledge around
family violence and help others when asked
Poor
Adequate
Good
Excellent
Comments
NB: While Champions feel more confident,
there is still a lot of room for growth in this area
Champions have good knowledge of the services in
Otorohanga
People in the community recognise the Champions
People in the community approach and engage
with Champions
Champions are trusted by people
77% respondents said yes (good / excellent)
Champions feel confident and passionate to be
actively advocating at community events and
opportunistically
Champions support and encourage each other to
support the community
Champions will continue beyond Feb 2016
There is a lot of desire to continue on with the
campaign
Community Events
Poor
Adequate
Good
Excellent
Comments
Large numbers attend the PIP Launch Event
There is good community spirit at the events
Community awareness about Family Violence is
raised
There is positive feedback from all age groups
about the events
The events and the campaign have good media
coverage in the Waitomo news / MFM/ Cruise
FM (and social media)
Champions involvement in community events
e.g. Christmas parade
More data is required from the younger
age groups < 18 and <25 years
Other Promotions
Other promotional resources are
displayed and aligned with the
National “It’s Not Okay”
Campaign
Five billboards are displayed in
good locations in the community
Poor
Adequate
Good
Excellent
Comments
No billboards were able to be erected on the Main Road
which would ensure excellent coverage.
Promotional materials are
respected by the community,
and stimulate conversation in
the community
Key messages are repeated at all
events
Promotions are well received by
the public, responsive and easy
to understand (short succinct)
96% reported that the messages were easy to understand.
Project organisation
Poor
Adequate
Good
Excellent
Comments
There is good community involvement and
collaboration in the project
Community leadership is developed
Collaborative partnerships are fostered and
developed
Training is appropriate and supports the needs of the
champions to perform their role
NB: Consistent attendance is required to
cover key training aspects
The campaign overall was well planned and
implemented
Key learnings are identified for future programmes
The project is sustained beyond February 2016
Too early to tell: There is a strong desire
to sustain the programme
There is interest from other towns about
implementing the Champions programme
Te Kuiti is keen to implement the
Champions programme
Too early to tell: It has been suggested
that Champions could role model new
Champions
This campaign is in good stead to inform
the next phase.
The Oto community mentors other towns and
communities – success breeding success
This campaign supports the next phase “It’s OK to
Help”
Overall, looking across all the data, a good
level of performance has been achieved across
the success criteria
Success Criteria
Overall campaign success
Champions
Community Events
Other Promotions
Overall Performance
While there was some areas of excellent
performance, in general, performance was
strong, with less significant gaps or weaknesses
managed effectively.
In some areas it was too early to make a
judgment and/or no evidence was available.
Project Organisation
Refer to slides 54-59 for more detail
Thank you from MFVIN.
Thank you to all the Otorohanga Champions
for your dedication to the project and
willingness to make a difference in the
community toward violence-free families in
Otorohanga.
MFVIN would also like to acknowledge
and thank our major funders:
Its Not OK Campaign,
Trust Waikato,
Health Promotion Agency,
The Police Guild Trust,
Otorohanga Districts Charitable Trust.
To the Project Team and Otorohanga Champions…
Ngā mihi nui ki a koutou katoa.
Thank you to all those who contributed to and
participated in the evaluation.
Your dedication and work is much appreciated.
Contact Details:
Debbie Goodwin: DBZ Consultancy Ltd
PO BOX 330 Hamilton 3240
P I 0274470208 E I [email protected]