NFF Campaign History

Celebrating 25 Years of Action and Awareness 

For a quarter of a century, Neighbours, Friends and Families has been a trusted voice in Ontario’s fight to end intimate partner violence. Grounded in research and powered by community connections, we’ve equipped neighbours, friends, family, co-workers, and communities with the knowledge and tools to recognize warning signs, respond safely, and connect people to support. By harnessing the power of everyday relationships, we’ve spent 25 years inspiring meaningful action, promoting safety, and working toward a future free from violence.

Origins (2004–2006) 

  • Policy roots: In the mid-2000s, Ontario advanced a Domestic Violence Action Plan, which emphasized prevention and public education alongside services for survivors. Ontario Newsroomoaith.ca.
  • Launch: NFF launched in 2005-2006 as a province-wide public education campaign to help people recognize warning signs of abuse and know how to safely respond. It was developed and coordinated by the Centre for Research & Education on Violence against Women & Children (CREVAWC) at Western University, drawing on recommendations from Ontario’s Domestic Violence Death Review Committee. 

Core Approach 

  • NFF equips neighbours, friends, and family members to recognize, respond, and refer—offering plain-language resources, safety planning tips, and “how to help” guidance for bystanders and communities.   

Expansion & Partner Campaigns (2007–2015) 

  • Indigenous communities (2007–): Ontario supported Kanawayhitowin: Taking Care of Each Other’s Spirit, an Indigenous-led, culturally grounded companion campaign focused on recognizing signs of abuse and community-based responses.   
  • Older adults (2009–): At the request of the Public Health Agency of Canada, CREVAWC adapted NFF to elder abuse as It’s Not Right! Neighbours, Friends and Families for Older Adults, scaling the bystander model nationally.  
  • Workplaces (2010–): CREVAWC launched Make It Our Business (MIOB) to bring NFF’s recognize-respond-refer model into workplaces—timed with Bill 168 amendments to Ontario’s Occupational Health and Safety Act (in force June 15, 2010) requiring employers to address workplace violence, including domestic violence that may occur at work.  
  • Immigrant & refugee communities (2010s–): Working with OCASI and community partners, the campaign broadened outreach and training tailored to immigrant and refugee communities; the IRCNFF campaign launched in 2012, using peer champions and multilingual materials.   

Ongoing Delivery (2016–present) 

  • NFF has continued to refresh training, toolkits, and outreach (including youth and community modules) under CREVAWC’s stewardship and with government and community partners.  
  • NFF’s bystander model has also been adapted to specific contexts (e.g., rural communities via the Rural Roots initiative), reflecting evolving needs and evidence from death-review findings and community practice.  
  • Most recently, NFF partnered with WorQshop: Building Safer Spaces to update and create educational resources to ensure that IPV prevention, education and support tools are more inclusive, affirming, and accessible for 2SLGBTQIA+ communities. 

What makes NFF distinct 

  • Bystander focus: Centers ordinary community members as changemakers, not just professionals.   
  • Evidence-informed: Built in response to DVDRC recommendations  
  • Modular & adaptable: Spurred partner campaigns for Indigenous communities, older adults, workplaces, and immigrant/refugee communities.  
  • In-person and online module-based training: to increase accessibility, accommodate diverse, learning styles, reinforce knowledge through multiple formats, and balance the depth and face-to-face engagement with flexibility and reach of self-paced online learning. 

Partner Campaigns

  • Make It Our Business  
    • Make It Our Business (MIOB) is a workplace-focused initiative by the Centre for Research & Education on Violence Against Women & Children (CREVAWC). It assists employers and workplace stakeholders to meet their legal obligations under Ontario’s Occupational Health and Safety Act to prevent and respond to intimate partner violence at work. MIOB offers education, resources, and training on recognizing warning signs, responding to, and providing referrals related to IPV. Grounded in research and community practice, it promotes a safe, supportive workplace culture and contributes to broader efforts to prevent domestic homicides and foster healthy relationships. 
  • It’s Not Right 
    • It’s Not Right! is a Neighbours, Friends and Families campaign for older adults (INR-NFF) and is organized by the Centre for Research and Education on Violence Against Women and Children. It’s Not Right! aims to empower bystanders to recognize and respond safely to the warning signs of elder abuse. Focused on older adults experiencing abuse or neglect, often by someone close to them, it provides practical tools, awareness, and skills to help community members take action and support those at risk. 
  • Immigrant & Refugee Communities - Neighbours, Friends and Families:  
    • The Ontario Council of Agencies Serving Immigrants  organizes Immigrant and Refugee Communities - Neighbours, Friends and Families (IRCNFF) Campaign which aims to raise awareness about the warning signs of abuse and promote bystander intervention within immigrant and refugee communities across Ontario. IRCNFF also aims to raise awareness about the unique barriers newcomer women face when they are seeking support for abuse, and advocate for the elimination of those barriers.
  • Kanawayhitowin “Taking Care of Each Other’s Spirit”
    • The Ontario Federation of Indigenous Friendship Centres organizes    Kanawayhitowin, meaning “taking care of each other’s spirit” in Cree, is an Indigenous campaign that raises awareness about the signs of woman abuse and promotes community-based healing. Rooted in traditional values, it encourages everyone to recognize warning signs, support safety, and take action. By fostering responsibility, particularly among Indigenous men, and providing culturally relevant resources and tools, the campaign works to end the isolation of abused women and prevent violence in Indigenous communities across Ontario.  
  • Voirla Violence
    • Action ontarienne organizes Voirla Violence which translates to “Seeing the Violence.” Voirla Violence is a french IPV awareness campaign that helps women and those close to them, recognize the signs of intimate partner violence and access support. Focused on psychological abuse but addressing all forms, it merged in 2023 with the French-language Voisin-es, ami-es et famille campaign (Neighbours, Friends & Families).