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APHA Scientific Session and Event Listing

Recorded presentation

Susan Kirby, DrPH, MPH, Kirby Marketing Solutions, 1051 Via Mil Cumbres, Solana Beach, CA 92075, 858-245-2456, susan@kirbyms.com

This presentation focuses on sexual violence prevention campaigns in California and Minnesota. The California example is a social marketing campaign focused on young men, called MyStrength, which uses peer-to-peer norming, school environment support, norms advertising, repositioning the concept of male strength, and community messaging to encourage, motivate, and enable young men to choose to not to use their strength to hurt young women. This was accomplished through a variety of paid and earned communication outlets as well as school environment support systems and development of a MOST (Men of Strength) club for teen males.

The Minnesota project is a child sexual abuse prevention campaign that takes a true upstream approach by aiming to motivate perpetrators to voluntarily seek counseling and treatment. It also is aimed at getting by-standers to encourage and motivate perpetrators to seek treatment. Market research was conducted with perpetrators and by-standers. Messages, ads, a website, and treatment assistance components were developed. This example addresses the issue of existing “reporting” laws which prevent many perpetrators from seeking assistance and positions the current work as the first step to getting policymakers and the public to discuss standardized sentencing guidelines for abusers who self-report for treatment.

Learning Objectives:

• Participants will understand the relevance and potential of marketing and communications for public health organizations
• Participants will learn how the power of marketing and communications can be further leveraged for public heath
• Participants will examine two examples to learn about the details of social marketing campaigns
• Participants will examine an example and learn how marketing principles can be used to launch new public health interventions

Keywords: Marketing, Communication

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation