When confrontational images may be counter productive: reinforcing the case for pre-testing communications in sensitive areas

Abstract

ISSUE ADDRESSED: White Ribbon Day is an international campaign that encourages men to speak out about and demonstrate their opposition to violence against women by wearing a white ribbon on 25 November. This study assesses the effectiveness of a graphic confrontational image in the Australian 2006 campaign versus an alternative non-violent image to motivate men to wear a white ribbon on White Ribbon Day. METHODS: An intercept survey was conducted with a sample of 45 males aged 30-49 years recruited in an inner city suburban shopping strip. Respondents were presented with two alternatives: a graphic 'amputated arm' image and a non-violent 'father-daughter' image. The primary dependent variable was the relative ability of the two alternatives in motivating respondents to wear a white ribbon on White Ribbon Day. RESULTS: The vast majority of respondents nominated the 'father-daughter' as image being more motivating than the 'amputated arm' image to wear a white ribbon on White Ribbon Day: 84% vs 9%. CONCLUSIONS: The bland 'father-daughter' image was far more motivating than the macabre/violent 'amputated arm' image in motivating men to wear a white ribbon on White Ribbon Day. This is contrary to the UNIFEM Australia and White Ribbon Day assertion that 'confrontational/provocative' images are necessary to achieve this behaviour.

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