California s s Social Marketing Campaign to Prevent Sexual Violence STIPDA Annual Meeting September 19, 2006 David S. Lee, MPH Social Marketing Campaign In partnership with California Department of Health Services On behalf of California s s 66 rape crisis centers Primary Prevention stop first time perpetration of sexual violence Young men as target audience NOT an awareness campaign Behavior Change campaign Target Audience Young Men, Ages 14-18 18 Multicultural Urban, English Speaking Rural and Spanish Speaking Rural Communities Secondary Audience: Gatekeepers 1
Objectives Increase capacity of rape crisis centers to use social marketing techniques Create change in attitudes and behaviors of young men in comprehensive efforts in Pilot Sites Recall of messages Self-efficacy efficacy to take action Behavioral Intentions Men Can Stop Rape s s Programs Men of Strength (MOST) Club Safe and supportive multi-club environment Examines how traditional masculinity contributes to men s s violence Develops healthier, nonviolent models of manhood. Strength Mediaworks Organized around theme line My Strength is Not for Hurting Highlights the vital role men can play in fostering safe and healthy relationships 4. Fit What Actions Need to Be Taken So That the Selected Program Fits the Community Context? Use formative research to make adaptations to Men Can Stop Rape s s Strength Campaign Field Research conducted 10 focus groups: Redding, Bakersfield, Los Angeles English and Spanish Groups of young men and of young women and men Determine if East Coast Urban campaign would work in diverse types of communities in California 2
Test Strength Campaign in California CALCASA and MCSR conducted 10 focus groups with youth (ages 14-18) 18) throughout California in English and Spanish Participants looked for images that captured aspirations (not look like themselves) Participants were receptive to campaign messages ( My( Strength is Not for Hurting & Men Can Stop Rape ) 6. Plan What Is the Plan for this Program? Tier 1 Statewide Campaign increase the capacity of all California Rape Crisis Centers to use social marketing concepts and provide media materials for their use. training, Posters and other materials purchase advertising for the campaign throughout the state. Tier 2 Pilot Sites for Campaign Implementation 6 pilot sites to implement a wide range of sexual violence prevention efforts. implement Men of Strength Clubs in their local communities. Training on MOST clubs Evaluation efforts 8. Outcomes How Well Did the Program Work? Training 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 3
The Dissemination and Implementation of Mentoring Strategies to Reduce Sexual Violence Conducted by CDC and Georgia State University Factors for Decision to Adopt Program Fidelity to Program Implementation Adaptability to meet community needs State Health Department & Sexual Assault Coalition Partnership Used RPE funds to fund campaign DHS/EPIC provided background research Additional information from DHS/EPIC Stacy Alamo-Mixson (916) 552-9852 salamo@dhs.ca.gov Developed by Larry Cohen.. More information is available from Prevention Institute, www.preventioninstitute.org 4
Strengthen Individual Knowledge and Skills Men Of Strength (MOST) Club 16 sessions Culminate with community action project Trinity High School MOST Club Weaverville Promote Community Education Outdoor Advertising over 500 billboards, transit ads Radio over 30,000 ads played on teen-oriented stations Internet over 10,000 visitors and over 5 million banner ads viewed School Advertising approx. 400 schools Posters Collateral Materials Radio Advertising 15, 30, 60 second ads English and Spanish Youth centered radio station web site banner ads CALCASA_Strength_R60.mp3 5
Poster / Postcard #1 Poster / Postcard #6 Poster / Postcard #3 6
Poster / Postcard #7 Poster / Postcard #9 Poster / Postcard #11 7
Example of Postcard Front & Back Berkeley, California Outside San Joaquin, California 8
Movie Theater Slides 9
Movie Theater Slides Movie Theater Slides Collateral Items Tee Shirt Clockwise: Tee Shirt, Football, Wrist Band, Sticker, Key Chain Wrist Band 10
Launch Events Sacramento Bee September 14, 2005 Sending a strong message A campaign aims to cut sexual violence among young men. Left: Actor Dorian Gregory, celebrity captain of the Strength Team. Right: Sandra Shewry, Director of California Department of Health Services at MySrrength Statewide Launch in Sacramento Community Action Projects Marshall High School s MOST Club members at LACAAW s Demin Day April 19, 2006 with LA Mayor Antonio Villaraigosa 11
Educate Providers train teachers and other gatekeepers Train other leaders of male groups Coaches Youth Programs Faith Groups Foster Coalitions and Networks Rape Crisis Center Community Organizations Businesses Housing Boys and Girls Club Public Health Department Community members Law enforcement Families Media Mental health Intimate Partner Violence Prevention Advocates Health Care Athletic Teams Social services Schools Youth Groups Faith institutions OUTREACH TO FOOTBALL COACHES Petaluma High School 12
Change Organizational Practices Rape Crisis Centers examine role of men within own organizations Code of Conduct 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. For More Information www.calcasa.org David S. Lee, MPH, Prevention Manager California Coalition Against Sexual Assault david@calcasa.org 916-446 446-2520 13