ERIC Number: EJ792301
Record Type: Journal
Publication Date: 2006
Reference Count: 17
Evaluation of a Teen Dating Violence Social Marketing Campaign: Lessons Learned when the Null Hypothesis Was Accepted
Rothman, Emily F.; Decker, Michele R.; Silverman, Jay G.
New Directions for Evaluation, n110 p33-44 Sum 2006
This chapter discusses a three-month statewide mass media campaign to prevent teen dating violence, "See It and Stop It." The Massachusetts campaign reached out--using television, radio, and print advertising--and also encouraged anti-violence activism in select high schools. The objective was to drive thirteen- to seventeen-year-olds to a Web site with information about intervening with friends who might be victims or perpetrators of dating violence. To evaluate the campaign, the authors measured changes in ninth grade students' knowledge, attitudes, behavioral intentions, and behaviors related to dating violence in Massachusetts, where the campaign took place, and in a neighboring state, where there was no campaign exposure. The outcome was disappointing: changes in knowledge, attitudes, behavioral intentions, or behavior relative to teen dating violence did not differ for targeted students in Massachusetts and the comparison students. The campaign and the evaluation faced several challenges that may have affected results. The authors describe these challenges and outline several steps that might have helped to overcome them.
Descriptors: Dating (Social), Marketing, Grade 9, Mass Media, Prevention, High School Students, Adolescents, Community Education, Violence, Pretests Posttests
Jossey Bass. Available from John Wiley & Sons, Inc. 111 River Street, Hoboken, NJ 07030-5774. Tel: 800-825-7550; Tel: 201-748-6645; Fax: 201-748-6021; e-mail: email@example.com; Web site: http://www3.interscience.wiley.com/browse/?type=JOURNAL
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Connecticut; Massachusetts