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APHA Scientific Session and Event Listing

Allegra N. Kim, PhD, MS, Epidemiology and Prevention for Injury Control (EPIC) Branch, California Department of Health Services, MS 7214, P.O. Box 997413, Sacramento, CA 95899-7413, (916) 552-9828, akim1@dhs.ca.gov

Background: In 2005, the California Coalition Against Sexual Assault (Calcasa) implemented a statewide social marketing campaign to engage 14-18 year old males in preventing sexual violence. As part of this campaign, six pilot sites also implemented high school Men of Strength (MOST) Clubs to support young men in taking action to prevent sexual and dating violence.

Evaluation: Calcasa and Men Can Stop Rape (MCSR) conducted formative evaluation of the media campaign images and messages with White (non-Hispanic) and Latino, urban and non-urban high-school-age boys, the intended audience for the campaign, and with high school girls. Media analysis documented ad placement and the number of impressions. A separate evaluation is examining the effects of the MOST Clubs on club participants.

The present evaluation assesses changes in the pilot sites' school environments to determine whether MOST Clubs have measurable effects that reach beyond the club participants. Relative to schools without MOST Clubs, pilot sites are expected to exhibit better: - attitudes toward sexual and dating violence, - perceived norms, - behavioral intentions, and - perceived school climate.

Control sites will be selected on the basis of baseline similarity to the pilot sites with respect to indicators of school climate, type of school and location, demographic makeup, and media market. Written surveys of students and faculty will provide outcome measures for comparing pilot sites to control sites.

Results: Evaluation results will be reported and implications for efforts to address sexual violence through school-based programs will be discussed.

Learning Objectives:

• Articulate what a MOST Club is and how it relates to the statewide MyStrength media campaign
• Explain the purpose of the school-based evaluation
• Describe the major evaluation findings

Presenting author's disclosure statement:

Not Answered