preventing sexual violence using a bystander approach sharyn j. potter phd, mph associate professor...

Preventing Sexual Violence Using a Bystander Approach

Sharyn J. Potter PhD, MPHAssociate Professor

Department of SociologyCo-Director, Prevention Innovations

University of New Hampshire

Rape on US University Campuses*

• Public Health Issue• Economic Issue• Community Issue

* Over 25 years of incidence and prevalence studies beginning with research by Koss, Gidycz and Wisiewski published in 1987.

© 2014 University of New Hampshire. All Rights Reserved.

Hypothetical Dear Parent Letter

© 2014 University of New Hampshire. All Rights Reserved. 3

USA UNIVERSITYAugust 3, 2014

Dear Parent of Incoming Male Student,

We regret to inform you that your son has a 1 in 5 chance of being held up at gun point.

We regret there is nothing that can be done…

Sincerely,

John SmithPresidentUSA University

Recent U.S. Legislation to Address Sexual Violence on University and

College Campuses• 2011 Amendments to Title IX, Dear

Colleague Letter • Campus saVE Act• White House Task Force to Prevent

Students from Sexual Assault, Not Alone


A Bystander Approach


The Bringing in the Bystander® In-Person Prevention Program

A Prevention Workshop for Establishing a Community of Responsibility

• In-Person Program (2 versions)• Longer version: 2- or 3- Session Program (4.5

hours)• Shorter version: Single-session Program (90

minutes)


The Know Your Power®Bystander Social Marketing Campaign


• The only bystander sexual violence prevention social marketing campaign that has been evaluated in both a college and military setting.

• Targeted images and collateral product that raises awareness about the problem of sexual and relationship violence and stalking.

• The campaign images model active bystander behaviors that target audience members can use.

Developing Effective Prevention Strategies

Lessons from the development, dissemination and evaluation of the Know Your Power Bystander Social Marketing Campaign.


Engage the Target Audience


Specific Lessons Social Self-Identification


Focus Group ExerciseExample of an Individual Response


Copyright 13

Example of Campaign Administration and Evaluation

Example of Centers for Disease Control (CDC) Funded Study

Comprehensive social marketing campaign at UNH for six week period

-Pretest/Posttest 11 x 17 Posters posted throughout campus and town Campus bus King Kong wraps Distribution of product to all first year students Bookmarks/Table Tents in dining halls Computer clusters

© 2014 University of New Hampshire. All Rights Reserved

Know Your Power Bystander Social Marketing Campaign

Evaluation Results from 5 Campus Studies

• Social marketing changes attitudes.

• Changes in attitudes and behavior between pretest and posttest times.

• Importance of social self-identification.

• Dose matters (intentional & time limited).

• Effects maintained 5 weeks following

end of exposure.

• No backlash effect.

Need Different Strategies

• One prevention dosage will not end perpetration and victimization.


Education Needs to Begin Before Students Enter College and University


Difficult Culture to Disseminate Prevention Messages


Thank You. Please contact me with any questions…

[email protected] J. Potter PhD, MPH

Associate ProfessorDepartment of Sociology

Co-Director, Prevention InnovationsUniversity of New Hampshire

preventing sexual violence using a bystander approach sharyn j. potter phd, mph associate professor...

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