title: Designing, implementing, and evaluating a media campaign illustrating the bystander role.
abstract: Recent research found that training men and women to understand the role of bystanders in situations where violence against women (VAW) is occurring may reduce the incidence of VAW (Moynihan & Banyard, 2004). Therefore a public awareness campaign to increase understanding of the prosocial role of bystanders in reducing VAW was developed and implemented. The current article discusses the role of media campaigns in addressing public health issues and describes the initial development, implementation, and evaluation of a media campaign focused on the bystander role in reducing the incidence of VAW. Conclusions and future directions of this exploratory project are discussed.
authors.affiliation: Department of Sociology, University of New Hampshire, Durham, NH 03824, USA. sharyn.potter@unh.edu
authors.forename: Sharyn J
authors.initials: SJ
authors.lastname: Potter
authors.forename: Jane G
authors.initials: JG
authors.lastname: Stapleton
authors.forename: Mary M
authors.initials: MM
authors.lastname: Moynihan
mesh_terms: D000293:Adolescent; D000328:Adult; D001364:Awareness; D017579:Domestic Violence / Q000517:prevention & control; D005260:Female; D017144:Focus Groups; D006293:Health Promotion; D006306:Health Surveys; D006801:Humans; D008297:Male; D008402:Mass Media; D010865:Pilot Projects; D016730:Program Development; D015397:Program Evaluation; D011594:Psychometrics; D011902:Rape / Q000517:prevention & control*; D012107:Research Design; D040241:Social Marketing; D013179:Spouse Abuse / Q000517:prevention & control*; D011795:Surveys and Questionnaires; D055815:Young Adult