‘Healthy relationships’ campaign: preventing and addressing family and gender-based violence
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Authors
Robb-Jackson, Carley
Campbell, Sandra
Issue Date
2022-02-01
Type
Article
Language
en_US
Keywords
Behaviour Change , Campaign , Canadian Armed Forces , Family Violence , Gender-Based Violence , Intimate Partner Violence , Military , Military Family , Military Family Services , Social Media , Violence Prevention
Alternative Title
Abstract
This article explores the approach utilized by Military Family Services (MFS), a division of Canadian Forces Morale and
Welfare Services, to develop and implement a campaign focused on supporting and promoting healthy intimate relationships for Canadian Armed Forces (CAF) families. MFS redesigned a family violence campaign with the intention
of modelling positive and healthy relationships and related behaviours and demonstrating how military members and
their families could adopt such behaviours. The “Healthy Relationships” campaign is a significant departure from previous initiatives that focused solely on family violence and more directly on physical violence. Th e campaign intended to
widen the understanding of family violence, reduce the stigma associated with seeking support, and increase awareness
of the range of relevant services and programs available. Th e campaign adopted a reflective approach that encouraged
the CAF community and families to reflect on the health of their relationships and to learn from other couples who
faced and overcame relationship challenges. The article discusses the campaign approach and collaborative and creative
processes, including the engagement of military and Veteran families. Lessons learned and campaign metrics are also
highlighted, while exploring the shift in narrative and messaging to the CAF on family violence. The article also provides insights for those working in the family and gender-based violence fields.
Description
Citation
Robb-Jackson, C., & Campbell, S. (2022). “Healthy Relationships” campaign: Preventing and addressing family and gender-based violence. Journal of Military, Veteran and Family Health, 8(1), 125–130. https://doi.org/10.3138/JMVFH-2021-0014
Publisher
Veteran and Family Health