‘Healthy Relationships’ campaign: Preventing and addressing family and gender-based violence

Abstract

LAY SUMMARY Canadian military families face distinct challenges due to the military lifestyle, primarily due to relocation, absences and deployments, and risk of injury and death. Tied to these challenges is the intimate partner relationship and the ability of the family unit to thrive. To support families, Military Family Services (MFS) undertook a collaborative process to create a modernized campaign focused on healthy relationships for Canadian Armed Forces (CAF) members, Veterans, and their families. The “Healthy Relationships” campaign is a unique social media campaign centred on positive behaviour change, inspiration, and sharing of real military families’ stories. The campaign sought to shift the narrative from previous anti-family-violence messaging to promoting positive, healthy, and equitable relationships. The campaign was successful in its rollout across bases and wings in Canada, Europe, and the United States.