WHY UMATTER?Many UMass students feel disconnected.• 1 in 3 think violence is a problem at UMass.• 1 in 5 have observed or experienced violence

in the past year.• 1 in 3 know how to report an incident.• 1 in 4 say they’d be “unlikely” to report

harassment or violence.• Many believe high-risk drinking is the norm.

Source: UMass Undergraduate Campus Climate Study, Spring 2012

WHY UMATTER?

Many UMass students feel disempoweredand aren’t getting consistent information

about ways to positively influenceour learning environment.

GOALCreate a culture of active engagementand care • Reinforce UMass’ longstanding commitment to

inclusion, care, compassion and collective action.• Reduce student isolation.• Increase feelings of connection and belongingness.• Create a culture of active bystandership.

FRAMEWORK

Core ConceptsCare

CommunityCompassionConnection

Inclusion

Core PracticesBystander Intervention

Social Norming/Social Influence

Environmental MessagingMotivational Interviewing

Bystander Intervention• Active bystander training for campus community. • Empower individuals to act: prevent

and respond to incidents of bias,violence, sexual assault, bullying,hazing, high-risk drinking andother community problems.

CORE PRACTICES

Bystander Intervention• Can be done early.• Employs positive actions

direct to indirectimmediate to ongoing

• When possible: attract allies and act jointly

An Active Bystander can increase effectivenessand create safety for all involved.

CORE PRACTICES

UMatter at UMASS

Building an Environment of Compassion, Connection, and Care Through Multi-Faceted Bystander and Other Intervention Strategies

Message: We all benefit by making the choice to actively care about ourselves, each other, and our UMass community

Bystander Intervention

Message: 3Ds -Direct, Distract, Delegate

Message: Be an active bystander

Staff Trainings: Bystander Intervention, Motivational Interviewing, Trauma Informed Practice

Bystander Intervention Focus Points

Alcohol and other Drug

MisuseBias Activity

Bullying, Harassment and Violence

Depression Sexual Misconduct

Environmental Messaging & Social Norming• Implement and support programs and initiatives

related to health and wellness.• Increase help-seeking behavior

reduce stigmaremove barriers to accessing care.

CORE PRACTICES

• Concept of Caring Communityintroduced during NSO.UMatter branding on UCard sleeves.

• Active bystander intervention trainingsfor RAs and RDs.

FALL 2013: SETTING THE STAGE

Sticker applied to all UCard sleeves

Framing our community aspirationsChancellor’s Opening and Convocation Speeches3Ds/Active Bystander video collaboration with

Northwestern DA’s Office

FALL 2013: SETTING THE STAGE

http://bcove.me/ez8sj1td

FALL 2013: SETTING THE STAGEProviding access to resources• Maroon folder distributed

to faculty and staff: Aids in identifying

and assisting students in crisis

Supports bystanderintervention concepts

Caring Community/ Active BystanderSocial influence messaging for students

FALL 2013: SETTING THE STAGE

UMatter model designed to be flexible,able to address emergent campus issues

YEAR ONE: EMERGENT ISSUES

Safer Partying, Molly Awareness messaging in response to fall, 2013 public health crisis

SPRING 2014: FULL LAUNCHUMatter websiteCentral location for

support resourcesSocial MediaFacebook, Twitter,

digital storytelling

• Environmental MessagingSexual assault and harassment prevention

poster and bus ad campaign

YEAR ONE: SPRING 2014 FULL LAUNCH

• End-of-semester safety and respectful community messaging

YEAR ONE: SPRING 2014 FULL LAUNCH

SUMMER 2014: NEW STUDENT OUTREACH• Active Bystander “3Ds”

campus banner campaign in place for summer New Student Orientation

• UMatter resource sticker on student UCard sleeves

• Students given UMatter lapel pins and asked to take UMass Pledge at New Student Convocation

SUMMER 2014: NEW STUDENT OUTREACH

Pledge taken by incoming students.Lapel pin.

• Series of Train the Trainersessions to teach UMassstaff to train others in Bystander Intervention

• Preparation for campus-wide implementation

SUMMER 2014:TRAINING

YEAR TWO: FALL 2014• Bystander Intervention training

provided to allUMass RAs

• Maroon folderreissued to allfaculty and staff

• “3Ds” campaignexpanded tobus ads

Initiative Co-sponsorship and Branding

YEAR TWO: FALL 2014

• Respectful Halloween messaging (posters,campus TV and socialmedia campaign) Used as instructional

tool for classroom discussions

YEAR TWO: FALL 2014

MOVING FORWARD• Expand training and workshop opportunities for staff

(including student staff)• Provide active bystander training for all incoming first

year students• Award UMatter-related programming grants• Initiate and support large scale programming/

advocacy campaigns• Provide customized bystander trainings for specific

student populations (student leaders, Greek Life, athletes, etc.)

• Each year, group to identify overarching primary theme(s)Does not exclude other UMatter programmingCreates a more prominent point of focus.

• 2014-2015 themes:Alcohol use/abuseBias

MOVING FORWARD

• Becky Lockwood, Associate Director, Center for Women and Community• Enku Gelaye, Vice Chancellor, Student Affairs and Campus Life• Ervin Staub, Professor Emeritus, Psychology (Advisor)• Harry Rockland-Miller, Director, Center for Counseling and Psychological

Health• Jen Bedell Brunetti, Graphic Designer, Student Affairs•Mark Roessler, Digital Communications and Media Manager, Student Affairs• Sara Littlecrow-Russell, Associate to the Vice Chancellor, Student Affairs• Shelly Perdomo, Director, Center for Multicultural Advancement

and Student Success• Sonya Satinsky, Director, Center for Health Promotion• Tom Schiff, Director, Center for Men and Masculinities

THE UMATTER LEADERSHIP TEAM

QUESTIONS?

Acknowledgment: Thank you to the student actors of SHAHA: The Storytellers diversity peer education troupe for consenting to appear in photo illustrations for UMatter.

Care

Compassion

Connection

Community

Inclusion