1990: Reach Out

January 6, 2021

By AHNZ

This 1990 ‘Reachout’ family violence prevention campaign by the Accident Compensation Corporation has a positive message. It’s empowering toward victims of domestic violence, women in particular, encouraging them to reach out to access the help they need.

ACC’s interest would have been that less ‘accidents’ meant less outlay for them.

Currently, and since 2007, the Ministry of Social Development have taken over this niche. It’s really in your face on TV right now and quite a contrast to the old message. The ‘It’s Not OK’ campaign at areyouok.org.nz is not empowering but disempowering and judgemental. It accuses the viewer of being abusive and gives them a telling off.
Both advertisements present us with a battery of recognisable celebrities. The former sing to us and say ‘reach out, we’ll help’. The later is a series of growling and stern celebrities and authority figures rejecting the viewer.

Not being market facing it’s hard to prove which campaign is more successful. If it were the free market not the government propaganda then the rule would surely be to be welcoming and positive toward your target audience not rejecting.

It does illustrate interesting changes in our culture over the past 30 years.

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Ref. c.4mins in, 1990 NZ TV Commercials III, Sleek822, Youtube

Ref. It’s not OK TV Ads 2016 – “Control”; ItsnotOKcampaign, Youtube

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