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APHA Scientific Session and Event Listing

David S. Lee, MPH, California Coalition Against Sexual Assault, 1215 K Street, Suite 1100, Sacramento, CA 95814, 916 446 2520, david@calcasa.org and Patrick J. Lemmon, MA, Men Can Stop Rape, PO Box 57144, Washington, DC 20037.

This presentation will share results of a statewide sexual violence prevention social marketing campaign, MyStrength, conducted in California. Background: The California Coalition Against Sexual Assault, in partnership with the California Department of Health Services, initiated a statewide social marketing campaign to prevent first-time perpetration of sexual violence comprehensive campaign in Fall 2005. Development: A review of sexual violence prevention social marketing campaigns was conducted. After conducting focus groups with the target audience of young ménages 14-18, a campaign was adapted from Washington DC-based Men Can Stop Rape. The MyStrength campaign is a male positive effort to engage young men to take action to prevent sexual violence. The campaign revolves around the phrase “My Strength Is Not For Hurting.” Implementation: Multiple forms of media, including outdoor advertising, radio, posters, postcards, t-shirts and wristbands, were distributed throughout California. The campaign had a Spanish language version, MiFuerza. Staff of California's Rape Crisis Centers received training on using social marketing in their local communities. In six pilot sites, comprehensive efforts were made to engage young men in efforts to end sexual violence including establishing Men of Strength Clubs, launch events, and specialized marketing plans to each community. Evaluation: Quantitative and qualitative measures were used to determine the effectiveness of reaching the target audience of young men. An analysis of media coverage and ad placement will indicate the number of impressions. The participants in the pilot site Men of Strength Clubs are being evaluated to determine changes in attitudes and behaviors.

Learning Objectives: At the conclusion of the session, the participant in this session will be able to

• Describe the strategies used in a social marketing campaign to prevent sexual violence.
• Identify the principles of creating a male-positive sexual violence prevention campaign
• Analyze outcomes of individual and community based activities of a comprehensive primary prevention campaign targeting young men

Keywords: Social Marketing, Sexual Assault

Related Web page: www.MyStrength.org

Presenting author's disclosure statement:

Not Answered