Expanding the Movement: Expanding the Movement: Focusing on Prevention & Engaging Men Focusing on Prevention & Engaging Men

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Family Violence Prevention Family Violence Prevention FundFund

Connecting Prevention and MenConnecting Prevention and Men

In the mid-90s, the FVPF reflected on the successes and shortcomings of the In the mid-90s, the FVPF reflected on the successes and shortcomings of the organization’s 20-year efforts. organization’s 20-year efforts.

Despite the victories in law enforcement, public policy and judicial Despite the victories in law enforcement, public policy and judicial education, domestic violence was continuing at virtually the same rate. If education, domestic violence was continuing at virtually the same rate. If deterrence and intervention didn’t reduce the violence than something else deterrence and intervention didn’t reduce the violence than something else must – that something else was determined to bemust – that something else was determined to be prevention prevention: Stopping the : Stopping the Violence Before it Starts.Violence Before it Starts.

Prevention, however, could only be successful if everyone who cared was Prevention, however, could only be successful if everyone who cared was engaged, but when the FVPF surveyed the dv landscape they realized that engaged, but when the FVPF surveyed the dv landscape they realized that men were missing from the table; that men were either seen as outsiders or men were missing from the table; that men were either seen as outsiders or worse, villains and perpetrators.worse, villains and perpetrators.

But no movement can truly succeed when half the population is excluded.But no movement can truly succeed when half the population is excluded.

So the FVPF set out to understand how men felt about dv by surveying So the FVPF set out to understand how men felt about dv by surveying 1,000 American men to find out about awareness of and engagement with 1,000 American men to find out about awareness of and engagement with the issue.the issue.

Survey FindingsSurvey Findings Men were clearly willing to take important steps to stop domestic violence. Most Men were clearly willing to take important steps to stop domestic violence. Most

encouraging was their encouraging was their high degreehigh degree of willingness to get involved. of willingness to get involved.

Many stated that they were open to getting involved directly if they suspected a Many stated that they were open to getting involved directly if they suspected a person they knew was in a domestic violence situation, and solid proportions were person they knew was in a domestic violence situation, and solid proportions were ready to make time for community actions that could help awareness of the ready to make time for community actions that could help awareness of the problem and address it.problem and address it.

Not only were they willing to get involved, but many stated that they had already Not only were they willing to get involved, but many stated that they had already done so. The majority who knew someone involved in a domestic violence done so. The majority who knew someone involved in a domestic violence situation said that they’d talked about it with either the man or woman involved. situation said that they’d talked about it with either the man or woman involved.

The most significant findings to the FVPF, however, were two points:The most significant findings to the FVPF, however, were two points:

Twenty-one percent of men said they didn’t support community efforts to stop Twenty-one percent of men said they didn’t support community efforts to stop domestic violence because “no one asked me to get involved”.domestic violence because “no one asked me to get involved”.

A majority of men were willing to talk to children about the importance of A majority of men were willing to talk to children about the importance of healthy, violence-free relationships.healthy, violence-free relationships.

Survey Findings cont’dSurvey Findings cont’d

The findings signaled a positive social norm regarding the issue – The findings signaled a positive social norm regarding the issue – namely that men were willing to take important steps to stop namely that men were willing to take important steps to stop domestic violence, but the survey found two caveats:domestic violence, but the survey found two caveats:

1.1. That men’s responses and statements of intention likely exceeded the That men’s responses and statements of intention likely exceeded the actual level of their current involvement as well as their probable actual level of their current involvement as well as their probable actions and, actions and,

1.1. That despite their willingness to get involved, it would likely take a lot That despite their willingness to get involved, it would likely take a lot of effort and effective marketing to convert men’s good intentions into of effort and effective marketing to convert men’s good intentions into action and participation.action and participation.

Ultimately, the findings illustrated the need to make addressing Ultimately, the findings illustrated the need to make addressing the problem of domestic violence a higher priority for men to the problem of domestic violence a higher priority for men to ensure that men are informed of the most effective ways to ensure that men are informed of the most effective ways to become involved in stopping domestic abuse.become involved in stopping domestic abuse.

Leveraging the Research: Leveraging the Research: Coaching Boys Into MenCoaching Boys Into Men

Out of the research came the FVPF’s first men’s campaign: CBIMOut of the research came the FVPF’s first men’s campaign: CBIM

Guiding Principles of the campaign were:Guiding Principles of the campaign were:1.1. Violent behavior is learned and can be unlearnedViolent behavior is learned and can be unlearned2.2. Boys see men as role modelsBoys see men as role models3.3. Based on the survey, men are willing to talk to boysBased on the survey, men are willing to talk to boys

The campaign message: men – fathers, brothers, coaches, teachers, uncles The campaign message: men – fathers, brothers, coaches, teachers, uncles and mentors – are in a unique position to help prevent domestic violence. and mentors – are in a unique position to help prevent domestic violence. They can educate tomorrow’s men through action and conversation. They can educate tomorrow’s men through action and conversation.

A powerful Public Service Announcement (PSA) campaign originally entitled A powerful Public Service Announcement (PSA) campaign originally entitled Teach Early Teach Early and which later becameand which later became Coaching Boys Into Men Coaching Boys Into Men, developed in , developed in partnership with The Advertising Council, invited men to start conversations partnership with The Advertising Council, invited men to start conversations with boys about how they treat women and girls, and teach them that with boys about how they treat women and girls, and teach them that violence does not equal strength.violence does not equal strength.

In two years CBIM has generated more than $30 million in donated media In two years CBIM has generated more than $30 million in donated media time and aired in over 25,000 markets. Picked up by NY Times Foundation time and aired in over 25,000 markets. Picked up by NY Times Foundation has one of five annual campaigns and has run in the NY Times over 16 has one of five annual campaigns and has run in the NY Times over 16 times as full page ads.times as full page ads.

From CBIM to Founding FathersFrom CBIM to Founding Fathers

The response to CBIM was so strong that it became the catalyst for the FVPF’s The response to CBIM was so strong that it became the catalyst for the FVPF’s next men’s campaign – Founding Father’s 2003, which asked men to take a next men’s campaign – Founding Father’s 2003, which asked men to take a public stand and make a financial contribution to end violence against women public stand and make a financial contribution to end violence against women and children. and children.

On Sunday, June 15th, 2003, the names of 400 men appeared in an FVPF ad On Sunday, June 15th, 2003, the names of 400 men appeared in an FVPF ad in the New York Times. The campaign struck a chord by challenging men not in the New York Times. The campaign struck a chord by challenging men not with blame, but with hope and the opportunity to be part of the solution. The with blame, but with hope and the opportunity to be part of the solution. The idea of “inviting not indicting” them.idea of “inviting not indicting” them.

Founding fathers came from all walks of life – from the famous such as Founding fathers came from all walks of life – from the famous such as Michael “Moon” Thompson of the Seattle Seahawks and Ted Waitt, co-chair Michael “Moon” Thompson of the Seattle Seahawks and Ted Waitt, co-chair and CEO/founder of Gateway Computers to the everyday hero that includes and CEO/founder of Gateway Computers to the everyday hero that includes local coaches, regular dads, teachers etc. local coaches, regular dads, teachers etc.

Despite different ideologies, different political persuasions and different Despite different ideologies, different political persuasions and different lifestyles, the men were, and continue to be, united in their commitment to lifestyles, the men were, and continue to be, united in their commitment to ending the violence. ending the violence.

FPVF has begun work on FF 2004 and is expanding the campaign’s reach and FPVF has begun work on FF 2004 and is expanding the campaign’s reach and focus. The goal is to engage the workplace and employees to promote safety, focus. The goal is to engage the workplace and employees to promote safety, healthy families and good relationships in general. healthy families and good relationships in general.