Preventing Sexual Violence Using a Bystander Approach Sharyn J. Potter PhD, MPH Associate Professor Department of Sociology Co-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 © 2014 University of New Hampshire. All Rights Reserved.

Hypothetical Dear Parent Letter © 2014 University of New Hampshire. All Rights Reserved.3 USA UNIVERSITY August 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 Smith President USA 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 © 2014 University of New Hampshire. All Rights Reserved.

A Bystander Approach © 2014 University of New Hampshire. All Rights Reserved.5

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) © 2014 University of New Hampshire. All Rights Reserved.6

The Know Your Power®Bystander Social Marketing Campaign © 2014 University of New Hampshire. All Rights Reserved.7 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. © 2014 University of New Hampshire. All Rights Reserved.8

Engage the Target Audience © 2014 University of New Hampshire. All Rights Reserved.

Specific Lessons Social Self-Identification © 2014 University of New Hampshire. All Rights Reserved.10

Focus Group Exercise Example of an Individual Response © 2014 University of New Hampshire. All Rights Reserved.

Copyright13 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

© 2014 University of New Hampshire. All Rights Reserved.

How Do We Know It Works? Formative Evaluation Pretest Posttest Follow-up © 2014 University of New Hampshire. All Rights Reserved22

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. © 2014 University of New Hampshire. All Rights Reserved24

Education Needs to Begin Before Students Enter College and University © 2014 University of New Hampshire. All Rights Reserved25

Difficult Culture to Disseminate Prevention Messages © 2014 University of New Hampshire. All Rights Reserved26

Thank You. Please contact me with any questions… Sharyn J. Potter PhD, MPH Associate Professor Department of Sociology Co-Director, Prevention Innovations University of New Hampshire