That New Zealand has a family violence problem must surely be beyond doubt. Numerous studies during the 1990s and 2000s testify to its all too frequent occurrence in our homes. Alarmingly, much of this violence is either witnessed by, or directed at, New Zealand's children. Taking a stand against this violence, a wide range of statutory and non-statutory agencies in Waitakere City (Auckland) have formed a collaborative partnership called Great Start Waitakere: Te Korowai Manaaki. This paper considers one of the projects to have emerged out of this collaborative partnership: a billboard campaign that coincided with a more detailed exploration of the issues in the local newspaper. Charting the story of the development of the billboards and associated newspaper coverage, this paper examines how the problem of violence for children was framed within the campaign. And considers whether this framing indicates the resolution, or continuation, of a well-known clash between child welfare advocates and domestic violence workers.