Know Your Power Campaign

According to Potter (2010), there are 20% of undergraduate females who have been sexually assaulted while attending college. The Prevention Innovations team at the University of New Hampshire developed the Know Your Power   social marketing campaign to reduce intimate partner abuse and sexual assault. This team is also known for their Bringing in the Bystander training program, an "in-person training program that teaches bystanders how to intervene safely before, during, or after an incident of sexual and relationship violence or stalking". Yet, the Know Your Power Bystander campaign uses marketing materials and social media to promote the importance of bystanders intervening in cases of intimate partner abuse. 

Image from Know You Power

                                                                                                                           Image from Know You Power

The website discusses intimate partner violence and how bystanders can safely intervene. The intervention slogan is ABCs: Assess for safety. Be with others. Care for the victim. 

                                                                                                                                                                                                                                              Image from Know You Power

In the resources section, there is local contact information for both on and off-campus authorities. There were 8 primary images used in the campaign to demonstrate bystander intervention for incidences of stalking, sexual and relationship violence (Potter, 2012). Employing a social marketing campaign on college campuses is exceptionally beneficial because much of what college students do involves a higher level of social engagement and interaction. Often, these interactions require a variety of social negotiation skills (Potter, 2012). 

Know Your Power used a modified version of the Transtheoretical Model (TTM) to evaluate the effectiveness of the campaign. Results indicated that exposure to such campaigns increases the students' awareness of the bystander role, as well as their willingness to intervene. Those who participated in the campaign were more likely to report taking action to reduce intimate partner violence and sexual assault (Potter, 2012). 

References

http://cola.unh.edu/thecollegeletter/2013-02/prevention-innovations
http://know-your-power.org/index.html

Potter, S. J. (2012). Using a multimedia social marketing  campaign to increase  active bystanders on the college campus. Journal of American College Health, 60(4), 282-295.