Evaluation of a Social Norms Sexual Violence Prevention Marketing Campaign Targeted Toward College Men: Attitudes, Beliefs, and Behaviors Over 5 Years

Annelise M. Mennicke · Stephanie C. Kennedy · Jill Gromer · Mara Klem-O’Connor

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

Abstract

The article evaluates the effectiveness of a 5-year social norms sexual violence prevention marketing campaign designed specifically for men on a large public university in the Southeastern United States. From 2010 through 2014, 4,158 men were asked about their self-reported attitudes, beliefs, and behavior related to sexual violence as well as their perception of their peers' attitudes, beliefs, and behaviors. Using social norms theory, a social norms marketing campaign was developed to target highly discrepant attitudes, beliefs, and behaviors. Results indicate that both self-reported and perception of peer attitudes and beliefs improved over time, and the discrepancy between the two reduced over time. In addition, the frequency of positive and prosocial self-reported behavior increased on five of the six indicators. This study represents a significant contribution to the literature, as it uses 5 years of data and includes behavioral indicators to add evidence for the efficacy of targeting misperceptions of social norms as a mechanism to engage men in gender-based violence prevention.

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References

1999Rape Myth Acceptance: Exploration of Its Structure and Its Measurement Using theIllinois Rape Myth Acceptance Scale 2011Preventing Sexual Aggression Among College Men: An Evaluation of a Social Norms and Bystander Intervention Program 2003Engaging Men as Social Justice Allies in Ending Violence Against Women: Evidence for a Social Norms Approach 2009Toward a Multi-Level, Ecological Approach to the Primary Prevention of Sexual Assault 2006Aspiring Social Justice Ally Identity Development: A Conceptual Model 2016STOP SV : a technical package to prevent sexual violence 2011Involving Men in Efforts to End Violence Against Women 2011The Social Justice Roots of the Mentors in Violence Prevention Model and Its Application in a High School Setting

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2020Sexual Assault Awareness in the #Metoo Era: Student Perceptions of Victim Believability and Cases in the Media 2023What works to prevent violence against women, domestic abuse and sexual violence (VAWDASV)? A systematic evidence assessment 2022A Popular Approach, but Do They Work? A Systematic Review of Social Marketing Campaigns to Prevent Sexual Violence on College Campuses 2019Acceptability of Sexual Violence Against Women In Spain: Demographic, Behavioral, and Attitudinal Correlates

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