Selling Social Change: Exploring What Works in Making the Case For Preven:on Webinar Series September 18, 2014

Transcription

1 Selling Social Change: Exploring What Works in Making the Case For Preven:on Webinar Series September 18, 2014 Learning Objec2ves Share key preliminary findings from stakeholder discussions regarding making the case for preven2on to funders and other poten2al allies, Invite par2cipants to offer their insights, Put the spotlight on successful models of engagement in Washington and Texas. 2 Today s Presenters Jonathan Yglesias Lorien Castelle David Lee Kelly Starr Ilene Stohl Hilda Gutiérrez Gloria Terry 3 1

2 Polling ques2on Let s get to know you! The IPV Preven2on Council History: Formed in 2011 as a voluntary associa2on of domes2c violence coali2ons Vision: A future in which a wide network of collabora2ve and sustained primary preven2on efforts lead to the social change necessary to end IPV The IPV Preven2on Council Goal: A unified na2onal voice for preven2on Purpose: 1. Promote preven2on as a sustainable priority for coali2ons and local domes2c violence programs 2. Proac2vely engage federal partners, funders, and allied organiza2ons to promote IPV preven2on as a cri2cal component of ending domes2c and sexual violence 2

3 The IPV Preven2on Council Steering CommiLee Leadership: Kris2 VanAudenhove, Virginia Sexual & Domes2c Violence Ac2on Alliance Deborah DeBare, Rhode Island Coali2on Against Domes2c Violence Janelle Moos, North Dakota Council on Abused Women s Services Gloria Aguilera Terry, Texas Council on Family Violence JONATHAN YGLESIAS, NATIONAL RESOURCE CENTER ON DOMESTIC VIOLENCE What we wanted to learn Language in the field Audiences being engaged and untapped allies Approaches used What support can be offered 3

4 How we learned it Focus group structure: Two minute focus groups Made up of 5-10 par2cipants each Representa:on: State DV and dual coali2ons Na2onal TA providers Preven2on prac22oners Agency directors Media engagement staff Polling ques2on How do you describe preven:on to average Joe? Language Simple, clear, and concise Words commonly used: Respect, gender respect, health, crea2ng a world where, ending violence, dream, happy and full lives People are NOT: Using language from within our field (both social jus2ce and public health) when communica2ng with outsiders One of the wonderful things about talking about preven2on is to be able to give that vision of truly ending violence. A world where it simply doesn t exist. 4

5 Language cont. Le[ng people know that preven:on works There is an understanding that social change work around issues like racism, sexism, gender- respect, etc. cannot be changed over- night Success is most ohen demonstrated anecdotally Seeing preven2on be sustained by and evolving within communi2es Looking to the trajectory of other public health and social jus2ce movements for indicators of success Language cont. I think at a statewide level it s harder to demonstrate change. So for local programs it s easier to see how this impacts community members, they witness change every day and they relay this to us. With the coaches that I work with, they always say the same thing, the work I m doing, I m not going to see the impact un2l 20 years down the line. That s telling to me that these coaches see themselves as las2ng mentors. Whenever I m talking about these issues to these coaches, they tell me that their work and their role is really important, they iden2fy themselves as the messengers. Language cont. Being clear about roles Describing the work as program development and support for allied professionals who work with communi2es Being in the business of changing minds moving from awareness to behavior change No common language for what we do as preven2on prac22oners 5

6 Polling ques2on Which approach do you most o]en use to successfully engage partners? Approach Successful frameworks for messaging include: Focus on healthy youth and suppor:ng pathways to healthy adult living This is social change work A proac:ve, cost- effec:ve response to rates of vic:miza:on Polling ques2on Who is it most important that our messages reach? 6

7 Audience Major focus of our messaging who needs to get it? 1. Policy makers and funders 2. Community members/average Joe 3. State organizers in allied health and social jus2ce movements (social services, educa2on, reproduc2ve health, etc.) 4. Our own movement and program directors Audience cont. Challenges in message delivery Policy makers are an important audience, but it s difficult because they ohen aren t supported in thinking long- term, they re forced to only consider what s poli2cally expedient. I think administrators are really hard to move. There s so much crap that gets in the way of teaching skills for humanity as opposed to Math, English, etc. There s conflict around what the actual job of an educator is and there s a lot of red- tape in the way of suppor2ng holis2c educa2on in schools. Take home message What folks want Accessible cost- savings examples Messages to use in allying with other social jus2ce and public health folks Concrete examples of outer- layer strategies Tools to change public narra2ve 7

8 Take home message Preven:on is an undercover revolu:on and working to permanently end violence is a revolu:onary act. DAVID LEE, PREVENT CONNECT PREVENTCONNECT.ORG Online discussion with authentic voices sharing contributions and insights about prevention. elearning Collabora:ve Web Conferences Blogs elearning Podcasts Wiki Social Media 8

9 Lessons from Prevent Connect From Awareness To Culture Change From Lessons from Prevent Connect Preven1on as a separate ac1vity To Preven1on linked to interven1on & to other issues with common risk/protec1ve factors From Lessons from Prevent Connect Making the Case for Preven1on To Placing Preven1on in the Center 9

10 Teen da2ng violence Curriculum & beyond Youth leadership Healthy rela2onships Community mobiliza2on Preven2on Trends While troubling vic2m- blaming and inaccurate messages are s2ll heard, the na2onal discussion also includes accurate informa2on, sugges2ons to re- examine gender roles that contribute to domes2c violence, and demands that ins2tu2ons have policies that are enforced that actually make a difference. That is what preven2on looks like. Preven2on in 2014 Building, Suppor1ng and Sustaining Preven1on Prac1ce Exploring: How do we prevent IPV? How do we measure change? What partnerships are necessary to prevent IPV? How do we create & learn from prac2ce- based evidence? 10

11 9/22/14 Polling ques2on What are posi:ve signs you have seen on preven:on being central to our work to end IPV? KELLY STARR AND ILENE STOHL WSCADV Refuse To Abuse Statewide community educa2on campaign and 5k run/walk Print, television, radio Raise awareness and preven2on Professional male athletes speaking out An2- violence to pro- respect message 11

12 Evolu2on of messaging Choose respect I will not hit. (a woman). I will not strike. (a woman). Engaging bystanders What we re for What we re against Strong not silent types 2014 Ads YOU TREAT YOUR FAMILY AT HOME THE SAME WAY YOU TREAT YOUR FAMILY ON THE FIELD. WITH RESPECT. RESPECT FOR WOMEN IS NOT AN ISSUE. IT S A GIVEN CHOOSE RESPECT. NOT EVERY MAN CAN HIT A HOME RUN. BUT EVERY MAN CAN RESPECT WOMEN. CHOOSE RESEPCT. HONOR THE GAME AND IT WILL HONOR YOU BACK. THE SAME IS TRUE WITH YOUR FAMILY. Benefits to WSCADV Engages people tradi2onally difficult for us to reach Has others saying our message Preven2on products/tools and a new audience to share them with 12

13 History and Making the Case 1995 Refuse to Lose season 1996 Cold call ask 1997 One TV spot 1998 State contract public awareness and educa2on 2010 Pepsi Refresh New visibility and ac2vi2es 2012 Give fans a way to join in Refuse to Abuse 5k 2014 Partner with Sound Publishing Successes Cultural intolerance for abuse Repeated messages can change behavior Fans speak out against dv and are picking up the message and sharing with their circle Campaign cited in the news Engagement at every level of M s organiza2on Inspired membership to use sports to engage men in preven2on Sustainable: 18 years and con2nuing to grow Challenges along the way Guess what baseball players can be abusers! No one will fund this forever Hard to describe Hard to measure success PR challenge for sports team to do the right thing What does it mean for us to s2ck with them? 13

14 CanYouRelate.org With Refuse To Abuse, the Mariners agree to be held to a high standard. We applaud that. We expect them to walk the talk and we know they will stumble. Aher all, learning and changing is a slow, painful process. How was it funded? At first, it wasn t! Hold onto your seats! It s been over a decade of shihing funds $ sources coming on board and others dropping off Sustainability Lessons learned Assume yes Losing a funding source ending campaign Strike while the iron is cold Keep evolving The rela2onship is 2- way Refuse to lose! 14

15 Conclusions What started as a campaign Became a program that people can join And they can raise money Which helps us to create tools to share back with them Polling ques2on What about WCADV s experience rings true for you? GLORIA TERRY & HILDA GUTIERREZ TCFV 15

16 Engaging Communi2es of Influence We will cover two dis2nct strategies: #1 Funder/philanthropic community #2 Texas High School Coaches Associa2on Investor Community Making the Case Language: Investor vs. Funder Helped them meet a priority they had Evidenced- based is s2ll important to them but asking them to help build evidence also resonated It takes 2me to shih from output focus, we s2ll used metrics 16

17 Successes and Challenges along the way Successes: Rela2onships evolved beyond investor Believe in our work respect our exper2se Learned what else they priori2ze that aligns with our work Challenges: Compe22on for resources Change in administra2on requires re- establishing Evidence based approach s2ll important Sustainability Like all rela2onships these require consistent nurturing and cul2va2on We depend on one another when we iden2fy the areas where our joint partnership creates success for both par2es Launch their ac2vism Conclusions/Lessons Learned Be crea2ve with your approach Take a chance Color outside the lines Your enthusiasm is contagious You will get some Nos before you get to YES 17

18 Engaging Communi2es of Influence Texas High School Coaches Associa2on Coaches Conferences What works for both of us? Coaches HELP Making the Case Understanding the context of THEIR work. Working with Futures without Violence Support, Resources, Training & Evalua2on 18

19 Successes and Challenges along the way Advisory Board Evalua2on THSCA Conferences Trainings for Preven2on Staff Sustainability Trainings, Resources, Evalua2on Tableing Opportuni2es Funding Conclusions/Lessons Learned Gain understanding of the work they do Connec2ng the dots Yes and Consistency mawers 19

20 Polling ques2on In what ways might the lessons learned in Texas influence your planning? Polling ques2on A]er today, how do you feel about engagement? Coming Soon The new Engagement sec2on of the PreventIPV website will be available online October 1 st! Subscribe to the PreventIPV Newslewer for updates. 20

21 For More Informa2on Casey Keene, Online Resources and Educa2on Manager, NRCDV Jonathan Yglesias, Preven2on Advisor to NRCDV Lorien Castelle, Director of Training, New York State Coali2on Against Domes2c Violence David Lee, Prevent Connect Ilene Stohl and Kelly Starr, Washington State Coali2on Against Domes2c Violence Gloria Terry and Hilda Gu:érrez, Texas Council on Family Violence THANKS AND PLEASE CONTINUE TO HELP GROW THIS PREVENTION COMMUNITY! 21