The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #57694

J. Jean West, PhD, Marketing & Entrepreneurship Department, California State University, Hayward, 25800 Carlos Bee Blvd, Hayward, CA 94568, (925) 895-5886, jwest@csuhayward.edu

Abstract

Public service advertising can be a powerful and effective tool in enhancing early identification and in learning more accurate information about health issues. Given the recognition intimate partner violence has gained as a serious, urgent health problem around the world, this issue was selected to explore advertising’s effect, and potential to help, a specific target audience. This study examined female survivors’ impressions of domestic violence campaigns. A sample of ten focus groups of four to six women in two-hour sessions were conducted, including a fairly equal number of African-American, White, Asian, and Latino women, in four different geographic areas of the country. Participants were asked to describe their opinions about a sampling of current domestic violence campaign material. A total of 20 hours of audio taped focus group sessions were transcribed, coded and analyzed using NVivo qualitative software.

Study findings suggest this segment of the public does not feel that key public service advertising campaigns are completely accurate in their representations and labeling of domestic violence. The women who participated also expressed heightened negative emotional responses to specific elements of some of the advertising, suggesting the potential of some campaigns to exacerbate the problem for this target group. The purpose of this exploratory research was to formulate a base of information to create improved public health education for this segment of the public, as they are the group most severely affected by this issue.

Learning Objectives:

• More accurately define what constitutes intimate partner violence
• Construct strategies that enhance early identification and empowerment

Keywords: Injury Prevention, Battered Women

Presenting author's disclosure statement:
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.