This paper reports on the development of a novel approach to male-focused sexual assault prevention: social marketing through sports and recreation. The aim of this statewide intervention is to prevent sexual assault perpetration by 9th and 10th grade males by targeting them with a combination of mass media and other communication strategies, and interpersonal messages delivered by coaches of school- and community-based sports/recreation activities. At the community level local rape crisis programs will have a major role in implementation. We report here the results of the formative evaluation that guided development of a pilot intervention in one North Carolina city which included: key informat interviews with coaches and others involved in school and community based sports/recreation; focus groups with boys, girls and coaches; and a statewide survey of coaches. Preliminary findings suggest that young men are not clear about what distinguishes consensual from verbally coercive sex; that they make important distinctions between rape and rapists; they tend to conceptualize sexual violence more as sex than as violence; and that delivering messages through sports and recreation is viable but complicated.
Learning Objectives: At the conslusion of this session, participants will be able to: 1. Identify the steps to developing a social marketing approach to sexual assault prevention 2. Describe a method for preventing sexual assault through sports and recreation
Keywords: Sexual Assault, Social Marketing
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.