Manaaki Tāngata | Victim Support in New Zealand has recently wrapped up its most ambitious campaign yet, addressing a deeply rooted problem: victim blaming.
The advocacy campaign addressed an enduring cultural issue highlighted in their latest research. It discovered that victim blaming has a profound impact on both victims of crime and the social fabric of New Zealand. Some research participants even said that victim blaming was worse than the crime itself.
As the largest campaign in the organisation’s 37-year history, the “Change the Script” campaign highlights the widespread and indiscriminate nature of victim blaming. It impacts victims of all kinds, from theft and online scams to assault and homicide. It cuts across all genders, contexts and communities.
The research found that the first person a victim discloses to can “make or break” their recovery, influencing both help-seeking behaviour and crime reporting. This insight was the driving force behind the campaign’s central message: by changing the script on victim blaming, New Zealanders can help victims feel safe to seek justice and support.
The campaign had to be brave, assertive and thought-provoking to make waves in a busy market. The bright colours and visual playfulness gave it cut-through across social media, billboards, web and news stories. It also struck a chord with New Zealand politicians and key stakeholders, who shared and amplified the message, seeing the need for a nationwide mindset shift on the issue.
By the campaign’s close, its impact was undeniable. It reached nearly 570,000 people on social media alone, and over 2,700 people pledged to end victim blaming. The campaign’s messages resonated widely, sparking critical conversations both online and offline.
Yet this is only the beginning. For Manaaki Tāngata | Victim Support, “Change the Script” is part of a larger commitment to advocate for those affected by crime, suicide, and traumatic events.
By listening to victims and amplifying their voices, we can all take steps to challenge harmful mindsets and improve support for those affected by crime. We invite everyone to join this movement to change the script on victim blaming and build a culture of empathy that transcends borders.