Teen Action Campaign Research Initiative

Jane Doe Inc. commissioned EDK Associates to conduct a national study of domestic violence and sexual assault public awareness campaigns executed throughout the country over the past ten years. In addition, Jane Doe Inc. received pro-bono assistance for market research conducted by the Monitor Group and Beetrix Research and Consulting. We share the findings from these reports as part of our commitment to further this work and this movement.

The major findings in "Communicating for Change" authored by EDK Associates made clear that the key to our success will not fit into a 60-second TV spot or on a 4-color poster. We must not only educate but also engage, not only provide information but also model behavior, not only identify the problem but also invite the viewer to become the solution. The key learnings from the national study are:

1. Involve the public in the solution: Most campaigns have focused primarily on targeting the victim or the abuser. Placing the issue in a social context promotes public engagement and advocacy to change public policies and social institutions.

2. Focus on modeling solutions: Most campaigns focused primarily on building awareness. Modeling solutions helps people understand what actions they can take to make a difference.

3. Explore alternative media options: Public Service Announcements rarely saturate the market, relying on placement that is uneven or at obscure times. Recognizing that funds to place paid advertising are limited, other suggests to maximize the exposure of the campaign include incorporating messages into popular TV shows, webzines or other media.

4. Set rigorous standard in outcome measurement: Very few campaigns conducted evaluations or measured their success, making it more difficult for them to refine their initiative over time. Creating a host of measurement outcomes will help guide the creation, development, and refinement of the campaign and track the campaign´s success at raising awareness, changing attitudes and behaviors, engaging teens in the anti-sexual assault and dating violence movement and ultimately to reduce the incidence and/or reporting of relationship violence and sexual assault.

5. Aim to build and maintain partners: Successful campaigns launched by coalitions recognized the instrumental factor of buy-in by membership organizations and partnerships with other allies.

The key learnings from the market research conducted by the Monitor Group and Beetrix Research and Consulting are:

1. Awareness of the kinds of unhealthy behavior is high. Participants could easily list examples of mental, physical and sexual abuse. However, most say that their training on the subject has been minimal.

2. While they do act in certain situations, sometimes they do not act even if the consider the behavior unhealthy. While most say they would feel the need to do something about physical or sexual abuse, the choice is more complex for other kinds of unhealthy behavior.

3. The key drivers and barriers to taking action depend on the person´s relationship with the people involved in the unhealthy behavior - they are much more likely to act if a friend is involved, especially as the victim.

4. They do not describe creating a plan before taking action, and they do not voice any concern about not knowing what to say or do in these situations. And when they do choose to act, they rarely follow up or take additional action.

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