When confrontational images may be counter productive: reinforcing the case for pre-testing communications in sensitive areas.
OBJECTIVE
White Ribbon Day is an international campaign that encourages men to speak out about and demonstrate their opposition to violence against women by wearing a white ribbon on 25 November. This study assesses the effectiveness of a graphic confrontational image in the Australian 2006 campaign versus an alternative non-violent image to motivate men to wear a white ribbon on White Ribbon Day.


METHODS
An intercept survey was conducted with a sample of 45 males aged 30-49 years recruited in an inner city suburban shopping strip. Respondents were presented with two alternatives: a graphic 'amputated arm' image and a non-violent 'father-daughter' image. The primary dependent variable was the relative ability of the two alternatives in motivating respondents to wear a white ribbon on White Ribbon Day.


RESULTS
The vast majority of respondents nominated the 'father-daughter' as image being more motivating than the 'amputated arm' image to wear a white ribbon on White Ribbon Day: 84% vs 9%.


CONCLUSIONS
The bland 'father-daughter' image was far more motivating than the macabre/violent 'amputated arm' image in motivating men to wear a white ribbon on White Ribbon Day. This is contrary to the UNIFEM Australia and White Ribbon Day assertion that 'confrontational/provocative' images are necessary to achieve this behaviour.
Donovan
Robert J
RJ
Centre for Behavioural Research in Cancer Control, Social Marketing Research Unit, Curtin University, Bentley, Western Australia. r.donovan@curtin.edu.au
Jalleh
Geoffrey
G
Fielder
Lynda
L
Ouschan
Robyn
R
D001290:Attitude; D003142:Communication; D005219:Father-Child Relations; D005260:Female; D006293:Health Promotion / Q000379:methods; D006801:Humans; D008297:Male; D008402:Mass Media; D008571:Men / Q000523:psychology*; D009042:Motivation; D016730:Program Development / Q000379:methods / Q000592:standards; D013179:Spouse Abuse / Q000517:prevention & control / Q000523:psychology; D014754:Violence / Q000517:prevention & control*; D014933:Women's Rights