Designing, Implementing, and Evaluating a Media Campaign Illustrating the Bystander Role

Sharyn J. Potter · Mary Minard Moynihan

52 citations0/0 files storedJournal of Prevention & Intervention in the Community

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Sexual Assault and Victimization Studies Intimate Partner and Family Violence Media Influence and Health

Abstract

SUMMARY Recent research found that training men and women to understand the role of bystanders in situations where violence against women (VAW) is occurring may reduce the incidence of VAW (Moynihan & Banyard, 2004 Banyard , V. L. , Plante , E. G. , & Moynihan , M. M. ( 2004 ). Bystander education: Bringing a broader community perspective to violence against women prevention . Journal of Community Psychology , 32 , 61 – 79 .[Crossref], [Web of Science ®] , [Google Scholar]). Therefore a public awareness campaign to increase understanding of the prosocial role of bystanders in reducing VAW was developed and implemented. The current article discusses the role of media campaigns in addressing public health issues and describes the initial development, implementation, and evaluation of a media campaign focused on the bystander role in reducing the incidence of VAW. Conclusions and future directions of this exploratory project are discussed.

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References

1987The scope of rape: Incidence and prevalence of sexual aggression and victimization in a national sample of higher education students.2000The Sexual Victimization of College Women 2007Sexual violence prevention through bystander education: An experimental evaluation 2003Bystander education: Bringing a broader community perspective to sexual violence prevention 2004Lessons Learned from Public Health Mass Media Campaigns: Marketing Health in a Crowded Media World 2003Engaging Men as Social Justice Allies in Ending Violence Against Women: Evidence for a Social Norms Approach 1999Forced Sex and Intimate Partner Violence 1999Forced sexual intercourse and associated health-risk behaviors among female college students in the United States.

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2019Comprehensive Prevention of Campus Sexual Violence: Expanding Who Is Invited to the Table 2020Effects of bystander sexual assault prevention programs on promoting intervention skills and combatting the bystander effect: a systematic review and meta-analysis 2011Bringing in the Target Audience in Bystander Social Marketing Materials for Communities: Suggestions for Practitioners 2023Effects of Campus Sexual Assault Prevention Programs on Attitudes and Behaviors Among American College Students: A Systematic Review and Meta-Analysis

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