Using a multimedia social marketing campaign to increase active bystanders on the college campus

Journal of American College Health : J of ACH
Sharyn J Potter

Abstract

To evaluate the campus-wide administration of the Know Your Power bystander-oriented social marketing campaign. Undergraduate students at a public college were invited to participate in a public awareness survey before and after the 6-week campaign administration in February and March 2009. Pretest and posttests were administered (N = 353) to examine if exposure to the campaign changed students' stage of scale scores. Exposure to the social marketing campaign increased participants' awareness of their role in reducing sexual and relationship violence and stalking, increased their expressed willingness to get involved in reducing the incidence these types of violence, and resulted in participants being more likely to report having taken action to reduce these types of violence. As college students explore their role as community members, it is an opportunity for college educators to design and administer prevention messages highlighting behavioral norms to be explored and adopted.

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Citations

Sep 10, 2014·Journal of Medical Internet Research·Laura F SalazarAlan Berkowitz
Apr 22, 2015·American Journal of Community Psychology·Sarah McMahon
Mar 18, 2016·American Journal of Public Health·Sharyn J Potter
Apr 19, 2016·Journal of American College Health : J of ACH·S J PotterM M Moynihan
Aug 16, 2014·Journal of American College Health : J of ACH·Teri Aronowitz
Oct 30, 2016·Journal of American College Health : J of ACH·Kristie A ThomasManisha Joshi
May 23, 2014·Journal of Interpersonal Violence·Mary M MoynihanJane G Stapleton
May 7, 2015·Journal of Interpersonal Violence·Lindsay M OrchowskiDaniel Oesterle
Oct 8, 2013·Journal of Interpersonal Violence·Sidney BennettLydia Garnhart
Mar 16, 2016·Journal of Interpersonal Violence·Kerry PetersonJacquelyn Campbell
Feb 16, 2018·Journal of American College Health : J of ACH·Sharyn PotterMary M Moynihan
Jan 4, 2018·Journal of Interpersonal Violence·Marla E EisenbergCarolyn M Porta
Jun 5, 2018·Journal of Interpersonal Violence·Victoria L BanyardMary M Moynihan
Jan 13, 2018·Sexual Abuse : a Journal of Research and Treatment·Sarah McMahonLisa M Macri
Sep 27, 2018·Journal of American College Health : J of ACH·Rebecca M HowardMary M Moynihan
Mar 26, 2019·Journal of American College Health : J of ACH·Anne Marie Schipani-McLaughlinAlana M Vivolo-Kantor
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Jul 12, 2018·Nursing Education Perspectives·Lindsey Unterseher
Nov 18, 2018·Health Promotion Practice·Sarah McMahon, Rita C Seabrook
Jan 10, 2021·Journal of Community Psychology·Katie M EdwardsPatricia Greenberg

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