Web resource:	http://www.vichealth.vic.gov.au/~/media/ProgramsandProjects/MentalHealthandWellBeing/DiscriminationandViolence/ViolenceAgainstWomen/CAS_Paper2_SocialMarketing.ashx
Type:	Electronic publication
Title:	VicHealth review of communication components of social marketing/public education campaigns focusing on violence against women
Authors:	Donovan, Robert J Vlais, Rodney
Keywords:	Community education
Year:	2005
Publisher:	VicHealth
Notes:	"Paper two of the Violence Against Women Community Attitudes Project"--Cover page. General overview: This document by VicHealth is a review of public education campaigns focusing on violence against women, that have been conducted in English speaking countries since 1995. Objective: The purpose of the review was to inform and stimulate thinking on the range of possible types of public education campaigns. The review also highlights some of the factors that need careful attention in the design, implementation and evaluation of campaigns focusing on violence against women (VAW). Methods: The document lists and describes 32 campaigns conducted in Australia, New Zealand, South Africa, Ireland, Scotland, United Kingdom and the United States of America. These are divided into categories: awareness campaigns, campaigns encouraging men who engage in violence to seek help, campaigns targeting adolescents or youth, and social norms campaigns. The document outlines the location, time, research basis, target groups, behavioural objectives, communication objectives, outcomes and evaluations of the campaigns. The slogans are discussed and the posters and beer coasters included in illustrations. The report does not conduct a critical comparison or analysis of the campaigns, although the effectiveness of some of the strategies employed is discussed. Discussion: There have been few well designed and evaluated community awareness campaigns concerning violence against women. Suggestions made by the authors are based on understandings of what works in social marketing generally, and what is known about men who perpetrate violence and women who experience it. Campaign designers need to be aware of unintended negative consequences, such as making women feel responsibility for the violence, encouraging people to confront abusers in a way that is not safe for victims or normalising domestic violence. Mass media campaigns need to be accompanied by expansion in service capacity. Attempts should be made to influence other media coverage, such as news reporting and opinion columns, that could contradict the campaign message. All campaigns should be preceded by thorough formative research, including pre-testing of materials with the target group. After examining the evaluations of the campaigns, the authors tentatively concluded that campaigns encouraging both men and women to phone help lines have been successful, that general awareness and socially desirable attitudes to violence against women appear to be high but that specific attitudes may need to be targeted, after careful formative research. Prevention campaigns targeting adolescents and youth are a promising area for development.
URI:	https://anrows.intersearch.com.au/anrowsjspui/handle/1/21399
Physical description:	222 p.
Appears in Collections:	Online resource

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