Bringing in the Target Audience in Bystander Social Marketing Materials for Communities: Suggestions for Practitioners

• NCJ Number: 235701
• Journal: Violence Against Women Volume: 17 Issue: 6 Dated: June 2011 Pages: 797-812
• Author(s): Sharyn J. Potter; Jane G. Stapleton
• Date Published: June 2011
• Length: 16 pages
• Publication Format: Article
• Publication Type: Program/Project Description
• Language: English
• Country: United States of America

Annotation

This article reviews the Know Your Power TM social marketing campaign.

Abstract

The Know Your Power TM social marketing campaign images model active bystander behaviors that target audience members can use in situations where sexual and relationship violence and stalking are occurring, have occurred, or have the potential to occur. In this practitioner note, the authors describe strategies that they have used to engage target audience members in the development of the social marketing campaign that they hope can be used by practitioners. The authors give examples from the development and evaluation of the Know Your Power TM social marketing campaign that used focus group and other types of feedback from the target audience to inform the direction of the campaign. (Published Abstract)