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

This article explores the approach utilized by Military Family Services (MFS),a division of Canadian Forces Morale and Welfare Services, to develop and implement a campaign focused on supporting and promoting healthy intimate relationships for Canadian Armed Forces (CAF) families. MFS redesigned a family violence campaign with the intention of modelling positive and healthy relationships and related behaviours and demonstrating how military members and their families could adopt such behaviours. The "Healthy Relationships" campaign is a significant departure from previous initiatives that focused solely on family violence and more directly on physical violence. The campaign intended to widen the understanding of family violence, reduce the stigmaassociated with seeking support, and increase awareness of the range of relevant services and programs available. The campaign adopted a reflective approach that encouraged the CAF community and families to reflect on the health of their relationships and to learn from other couples who faced and overcame relationship challenges. The article discusses the campaign approach and collaborative and creative processes, including the engagement of military and Veteran families. Lessons learned and campaign metrics are also highlighted, while exploring the shift in narrative and messaging to the CAF on family violence. The article also provides insights for those working in the family and gender-based violence fields. 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.