Social Social MarketingMarketing to Prevent to Prevent Violence Against Women Violence Against Women

David S. Lee, MPHCalifornia Coalition Against Sexual Assault

OCADVSA Domestic Violence and Sexual Violence and Stalking

Conference

June 18, 2008

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How do people change?How do people change?EducationMarketingEnforcement

Do Posters Lead to Change?Do Posters Lead to Change?

More than PostersMore than PostersMedia does not lead to behavior change by itselfMedia can • provide clear consistent message• invite conversation• reinforce messages• Create an environment that is conducive to change

Best practice is coordinated multifaceted effort

Social Marketing PrinciplesSocial Marketing PrinciplesUnderstand Target AudienceDefine Desired BehaviorIdentify Benefits of Adopting BehaviorIdentify Barriers to Adopting Behavior / CompetitionEase to Implement BehaviorCommunication StrategyMobilizeCreate Social Norms

Lessons LearnedLessons LearnedEnding Violence Against Women Movement Social Change, Social Justice, Community Organizing MovementsPublic Health Prevention EffortsSocial Marketing

CaliforniaCalifornia’’s Approach s Approach to a Statewide Campaignto a Statewide Campaign

Build on Existing Strengths• Increased awareness of sexual violence• Rape Crisis Center relationships

Primary Prevention • stop first time perpetration of sexual violence

MORE than MediaNOT an awareness campaignBehavior Change campaign

CaliforniaCalifornia’’s Social Marketing Maths Social Marketing Math

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Summary VideoSummary Video

Target AudienceTarget AudienceYoung Men, Ages 14-18Multicultural Urban, English Speaking Rural and Spanish Speaking Rural CommunitiesSecondary Audience: Gatekeepers

Working with Men to Prevent Working with Men to Prevent Violence Against WomenViolence Against Women

Male PositiveMen as Allies• Active bystanders

Dominant Story of Masculinity• Counterstory

Adapted from Hilde Lindemann Nelson (2001) Damaged Identities: Narrative Repair, Ithaca: Cornell University Press

Test Strength Campaign in California Test Strength Campaign in California conducted 10 focus groups • Male and Male & Female groups (ages 14-18) • throughout California • English and Spanish

looked for images that captured aspirations • not look like themselves

receptive to campaign messages • “My Strength is Not for Hurting”• “Men Can Stop Rape”

Men Can Stop Rape Washington DC CALCASA MyStrength

Desired BehaviorDesired BehaviorMedia: • join a MyStrength Club

MyStrength Club:• intervene in bystander situations • Engage in healthy consensual relationships• demonstrate leadership in community

MyStrength Campaign:• Act as peer role models to set new norms

Social Marketing PrinciplesSocial Marketing PrinciplesTarget Audience: Young men 14-18, Desired Behavior: join MyStrength ClubBenefits: fun, recognized as positive, statusBarriers/Competition: other activities, perceptions of being “un-manly”Ease to Implement Behavior: easy to join; food provided; convenient times

THEN IMPLEMENTEDCommunication Strategy, Mobilizations and shifting of Social Norms

SocietyCommunity

The SocioThe Socio--Ecological ModelEcological Model

RelationshipIndividual

http://www.who.int/violence_injury_prevention/violence/world_report/en/index.html

Where Change Takes PlaceWhere Change Takes Place

Developed by Larry Cohen. More information is available from Prevention Institute, www.PreventionInstitute.org

MyStrength ClubsStrengthening Individual Knowledge & Skills

Radio, outdoor media, launch events, movie trailers

Promoting Community Education

Training for educators and leaders of male organizations

Educating Providers

athletic departments; youth serving agencies

Fostering Coalitions & Networks

Adopt codes of conduct for staffChanging Organizational Practices

Sexual violence prevention policies at schools

Influencing Policy & Legislation

Spectrum of Prevention

Men Of Strength (MOST) Club

16 unitsCulminate with community action project

Trinity High School MOST Club Weaverville

Promote Community Education Promote Community Education Outdoor Advertising – over 500 billboards, transit ads Radio – over 30,000 ads played on teen-oriented stationsInternet – over 10,000 visitors and over 5 million banner ads viewedSchool Advertising –approx. 400 schoolsPosters Collateral Materials

Radio AdvertisingRadio Advertising15, 30, 60 second adsEnglish and SpanishYouth centered radio station web site banner ads

CALCASA_Strength_R60.mp3

Poster / Postcard #3

Berkeley, California

Example of Postcard Front & Back

Who Does the Best Marketing to Who Does the Best Marketing to Young Men?Young Men?

Launch EventsLaunch Events

Reno911Reno911

MySpaceMySpace

Educate Providers Educate Providers

train teachers and other gatekeepersTrain other leaders of male groups• Coaches• Youth Programs• Faith Groups

Outreach to Football Coaches

Petaluma High School

Rape Crisis CenterRape Crisis Center

CommunityCommunityOrganizationsOrganizations

BusinessesBusinesses SocialSocialservicesservicesLaw Law

enforcementenforcement

Public Public Health Health

DepartmentDepartment

Youth Youth GroupsGroups

Athletic Athletic TeamsTeams

FamiliesFamilies

Housing Housing

MediaMedia

CommunityCommunitymembersmembers

Faith Faith

institutionsinstitutions

Boys and Girls Boys and Girls ClubClub

Mental Mental healthhealth

Health CareHealth Care

SchoolsSchools

Intimate Intimate Partner Partner Violence

Violence Prevention Prevention AdvocatesAdvocates

Foster Coalitions and NetworksFoster Coalitions and Networks

Change Organizational Practices Change Organizational Practices

Rape Crisis Centers examine role of men within own organizationsCode of Conduct

Influence Policy and Legislation Influence Policy and Legislation CALCASA state and federal legislative advocacy• Line 66• California Violence Against Women Primary

Prevention Partnership (CAVAWP3) is working to develop new and sustainable funding for primary prevention of Violence Against Women (VAW).

Local Policy• Within agency, schools, etc.

Response from Strength SummitResponse from Strength SummitI thought that the “MyStrength” Club was small, only Riverside, but …coming together made us stronger and now that I’m back in Riverside I feel that I’m part of a huge movement, a movement to stop rape. Just telling our friends is where it starts…and [I] will always keep in my mind… that actions speak louder than words.

Vince Lopez, My Strength Club member John W. North High School, Riverside, CA

Response from a survivorResponse from a survivor’’s s familyfamily

“Thank you, Thank you, Thank you for giving rape survivors and their loved ones hope that maybe someday we will eliminate this horrible crime from the world.”

E-Mail Response to Article in Riverside, October 2005

EvaluationEvaluationTraining Evaluation

• Pre- and Post- conference survey on the Internet• Follow-Up Interviews with Training Participants• Examine utilization and additional needs

MOST Club Evaluation• Men Can Stop Rape will lead• funded by CDC• Questionnaires and Focus Groups

School Climate Change Evaluation• Conducted by Allegra Kim, Ph.D., California Department of Health Services• Focus on Pilot Sites and comparison sites• Measure recall, self-report of Self-Efficacy and Behavior Intention

Dissemination and Implementation Evaluation• Conducted by CDC and Georgia State University• Factors for Decision to Adopt Program• Fidelity to Program Implementation• Adaptability to meet community needs

Campaign OutcomesCampaign OutcomesPre and Post tests of California MyStrength Club Participants and Washington DC MOST Club Participants in 2005-2006 school year (MCSR)

• Knowledge: No significant increases in knowledge about sexual assault. Pre-test scores of knowledge were high. The intervention does not intend to increase knowledge but to increase behaviors and actions to prevent sexual assault.

• Self-Efficacy: Significant increase in self-reported ability to make changes in their community (p<.05)

• Behavioral Intention: Significant increases in self-reported likelihood to take action in several scenarios (p<.05)

School Wide Survey of Students at pilot and comparison sites 2006 (DHS)

The MyStrength Campaign is consistently associated with slightly more favorable attitudes;Social climate at the five pilot sites was more favorable than at comparison …

n=range of 42-59

Small Group ExercisesSmall Group ExercisesClarify your • Target Audience• Desired Behavior

Large Group: Take One ExampleLarge Group: Take One ExampleIdentify Benefits of Adopting BehaviorIdentify Barriers to Adopting Behavior / CompetitionEase to Implement Behavior

Final WordsFinal WordsEffective Community Education is part of comprehensive effortA campaign cannot be everything for everyone (understand target audience)Pick to appropriate approach to reach the desired goal of the campaign

For More InformationFor More Information

David S. Lee, MPHPrevention DirectorCalifornia Coalition Against

Sexual Assaultdavid@calcasa.org916-446-2520

www.CALCASA.org

www.PreventConnect.org