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Technology

Violence Against Women

Domestic violence

Sexual violence

Violence across the life-span

Prevent before violence starts

Connect to other forms of violence

Prevention Connection is sponsored by U.S. Centers for DiseaseControl and Prevention. The views and information provided in webconferences do not necessarily represent the official views of the U.S.government, CDC, or CALCASA.

Teen Dating ViolencePrevention Campaign

Web Conference

A collaborative effort presented by:

October 22, 2008

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Cindy DyerDirector, Office on Violence Against Women

United States Department of Justice

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OVW: Mission

Provide federal leadership to reduceviolence against women

Strengthen services to, all victims ofdomestic violence, dating violence, sexualassault, and stalking

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Teen Dating Violence (TDV)

We recognize the need to teach early,before dating violence puts our youth in

danger.

Combating Teen Dating Violencecontinues to be a priority for OVW.

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Statistics

Dating violence affects women regardless of theirage, but teens are especially vulnerable.

Research indicates that women age 16 to 24experience the highestper capita rate ofintimate partner violence, reports the U.S.Department of Justice Bureau of JusticeStatistics.

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Effects of TDV

Teen Dating Violence often increases therisks of substance abuse, sexual activity,pregnancy and suicide, especially forfemale victims.

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Partners

Federal Partners: CDC, HHS, DOE

Break the Cycle

National Teen Dating Abuse Helpline

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National Campaign

Partners:

Family Violence Prevention Fund The Advertising Council

R/GA: The Agency for the Digital Age

Goal to reach teens early

Internet is shaping their lives

Friends are their most important relationships

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Conclusion

Digital Communication is Key

Next Steps: Share what we learned

Preview communications plan

Anticipated Live Launch: February 2009

National Teen Dating Violence Awareness andPrevention Week

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Esta Soler

President, Family Violence Prevention Fund

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Pioneering Public Education Campaigns

1994 Theres No Excuse for Domestic ViolenceFunded by Ford Foundation

1999 Its Your Business

2000 Coaching Boys into MenFunded by Waitt Institute for Violence Prevention

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Keeping the Next Generation Safe

Teen Influencers:

Coaches

Teachers

Parents

Newest Initiatives:

Teens

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Building Healthy Teen Relationships

Robert Wood Johnson Foundation Blue Shield of California Foundation

Four-year initiative to fund eleven diversecommunities to increase protectiverelationship skills among adolescents

Communities to be announced next month

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Teen Dating Violence PreventionCampaign

DOJ Office on Violence Against Women

Designed by Experts The Advertising Council

R/GA: The Agency for the Digital Age

New Media to Reach Teens

Research-Driven Campaign

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Brian OConnor

Director of Public Communications

Family Violence Prevention Fund

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Immersing Ourselves

Quantitative Support Cultural Analysis

Academic Research

Primary Insight

Research

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Three Communication Objectives

1. Promote positive peer to peer friendships inan effort to prevent intimate teen violence

2. Generate a sense of urgency around intimateteen violence in an effort to prevent it

3. Educate the target about the digital gray areassurrounding intimate teen violence in an effortto prevent it

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Primary Insight ResearchConsiderations

Points of view from both girls and boys

Avoid our marketing speak to understandtheir language

Sensitive issues may require proxyquestioning (e.g. workbook homework)

Informal atmosphere to put teens at ease

Geographical and cultural differences

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Primary Insight Research

1. Communication Objective

2. Target Audience

3. Language

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Research Findings: Friendships

Friendships are among the most important thingsin teens lives.

Friends are often described, literally, as family(Shes not my cousin, but I call her mycousin.)

Friends spend lots of time together, both in andout of school.

When not together, friends remain in constantcontact via texting, messaging, phone callsand other forms of communication.

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Research Findings: Communication Digital forms of communication are prevalent and in-

person communication is frequent and important.

The cell phone is king; most kids have one and useit daily, if not hourly or minute by minute.

Computer use is secondary; some kids have littleuse for social networking and instant messaging,while othersparticularly younger teensrely on itheavily.

Text-based forms of communication are oftenpreferred for their ease and low involvement.

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Research Findings:Relationships

7th grade 8th grade 9th grade

Where? Primarily inschool

Possibly

outside ofschool

Usually both in

and out ofschool

How do theycommunicate?

Lowinvolvement

(TXT, IM)

May also speakon the phone

Usually allforms of

communication

How intimate?Hand-holding

onlyKissing

Making out orsex

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Research Takeaway

While each objective resonated in some waywith our teens, digital gray areas emerged asthe greatest opportunity.

Teens in the transitional period of 8th and9th grade stand out as the prime audience

for this campaign.

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Target: Transitional Teens

Transitional time

New friends, new influences

New freedoms, new rules

Upperclassmen exposure

Increased pressure to date

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Teen Realities

1. Minimize the Seriousness of the Issue

They have very real concerns associated with

acknowledging the issue2. Social Sensitivity

They worry about scaring away their firstboyfriend/girlfriend by setting boundaries or notfitting in; theyll justify abusive behavior byequating control with love

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Teen Realities

3. Digital Generation Gap

Parents are unfamiliar and uncomfortable with

technology, and thus unsure of how to handle suchsituations

There is a threat of having their phone or computerprivileges taken away by their parents if theyexpress concern

4. Crowded Daily Landscape

There are many issues that teens are beingpreached to about safe sex, drugs, smoking,online predators, cyber-bullying, etc. Digital DatingAbuse is a new topic and needs to stand out

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Technology is central to their lives

Internet since second grade and cell phones from age 11

Sense of physical space has changed

Cell phone is a physical extension of themselves

Online persona is a continuation of their offline self

Just turning off their phone would be like cutting off alimb.

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Current Perception:

Hitting = Abuse

Desired Perception Addition:

Digital Infractions = Abuse

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Digital dating abuse is abuse Unwanted and/or repeated calls/text messages

About 1 in 3 teens said partner had text messaged them up to30 times/hour to check on what they were doing, where, and

who with

65% of teens say this is a serious problem

Breaking into social networking account

Pressure to share embarrassing or private pictures/videos

More than 1 in 10 teens reported that a partner has sharedprivate or embarrassing pictures/videos of them

68% of teens say this is a serious problem

Whereareyou?Whoareyou

with?

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Digital Gray Areas: The Invisible Wall

Digital technology enables people to say things viatext or online that they normally wouldnt. Itrepresents a separation, a barrier, that makesactions and words seem more removed.

This mentality contributes to the perception thatdigitally abusive behavior isnt serious.

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Draw your digital line

Its yours to determine. You and your friends. You and yourboyfriend or girlfriend. You and your weekly hook up. You and

your generation.

Even if its online, it can still be abusive and should never

be controlling.

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Jim Therkalsen

R/GA, Copywriter

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WebsiteExperience

Mobile Applications

Viral Elements

Social Media

Online Banners

TV + Radio

Print

Mobile Marketing

OOH

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For More Information

Brian OConnor

Family Violence Prevention Fund

brian@endabuse.org

415.252.8900