Presented at the conference by Wendy Davis.
This paper describes the Amokura project, which is an integrated community change initiative to address family violence in Taitokerau in New Zealand (NZ). It aims to provide strategic leadership and coordinaton of violence prevention and early intervention. It is lead by the Chief Executives of 7 iwi authorities.

Taitokerau has a high Maori population, up to 50% in some regions. There is a lack of good baseline data but Maori are disproportionately represented in statistics as both victims and perpetrators of violence. The history of colonisation and the impact of dispossession are still evident. Statistical patterns reflect that Maori and Maori youth are more likely to come under surveillance and the attention of welfare, justice and policing agencies. Analysis of family violence and models is based on acknowledgement of cultural values and practices. Western pro-feminist analysis of violence is seen as having only limited application to Maori families, and intervention methodologies of Western thinking had been ineffective for Maori communities.

The Amokura strategy is consistent with the Mauri Ora Framework, developed by a group of Maori practitioners, and describes 3 stages for addressing violence: dispelling the illusion that violence is normal or culturally valid; removing the opportunity for violence; and teaching transformative practices for the liberation of whanau. This framework is used for social marketing for violence prevention.

Social marketing is a process to bring about change at a group or community level and it is most effective when: the target market is identified; the message is credible and relevant; and programmes are supported, reinforced and integrated with other strategies (media advocacy, education and community-based interventions, networked service providers). It describes ‘Step Back’, as a violence prevention message, communicated through music via radio jingles and community concerts.