Targeting Male Perpetrators of Intimate Partner Violence: Western Australia's “Freedom from Fear” Campaign

Donovan, R. J.; Paterson, David; Francas, M.

doi:10.1080/15245004.1999.9961076

Cited by 17 publications

(6 citation statements)

References 12 publications

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“…On the one hand, campaigns could focus on combating the idea that women elicit violence from men through their appearance, challenging the idea that they ‘ask for it’. Alternatively, they could focus on the idea that women suffer greatly from IPV; they are in emotional and physical pain regardless of their appearance (Robert, Paterson, & Francas, ). Although multiple factors will determine the success of these campaigns, if a perceived lack of women's ability to suffer underlies reduced willingness to help victims, making this suffering highly salient may be a powerful technique.…”

Section: Discussionmentioning

confidence: 99%

Sexualization reduces helping intentions towards female victims of intimate partner violence through mediation of moral patiency

Pacilli

Pagliaro

Loughnan

et al. 2016

British J Social Psychol

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This paper examines the influence of female sexualization on people's willingness to provide help in cases of intimate partner violence (IPV). We examined how sexualization may make women seem lacking moral patiency and moral virtue both of which may lead to a reduced willingness to help. In the first study, participants read a fictitious newspaper article describing an IPV incident. They were then presented with a picture of the ostensible victim depicting the woman with either a sexualized or non-sexualized appearance. Participants judged both the victim's moral patiency and morality, and then expressed their willingness to provide help to that victim. Although the sexualized victim was viewed as a lesser moral patient (Studies 1 and 2) and as less moral (Study 2), it was seeing the victim as unworthy of moral patiency rather than lacking moral virtue (immoral) that linked sexualization to reduced help. Controlling for participants' sexism and women's admission of infidelity, Study 2 replicated that sexualization reduced helping intentions through a lack of moral patiency. Practical implications are discussed.

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Section: Discussionmentioning

confidence: 99%

Sexualization reduces helping intentions towards female victims of intimate partner violence through mediation of moral patiency

Pacilli

Pagliaro

Loughnan

et al. 2016

British J Social Psychol

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“…Além disso, segundo Wood (2016), é relevante procurar influenciar as políticas públicas e reduzir as barreiras comportamentais que impedem as mudanças e transformá-las em oportunidades coletivas, em vez de tentar melhorar as condições de saúde individuais. Assim, campanhas de marketing social podem ser mais efetivas quando se fundamentam em um direcionamento para grupos e coletivos que incluem desde os sujeitos aos quais se objetiva a mudança de comportamento, como todos os outros sujeitos que a este se vinculam, isso pode incluir familiares, amigos, colegas de trabalho, dentre outros subgrupos (Ajzen & Fishbein, 1980;Robert et al, 1999;Konradi & Debruin, 2003).…”

Section: O Marketing Social E Suas Estratégiasunclassified

“…A violência sexual contra a mulher não ocorre apenas em países emergentes como o Brasil, estudos afirmam que, no Estados Unidos, um país considerado como desenvolvido, cerca de 52,2 milhões de mulheres (43,6%) sofreram alguma forma de violência sexual durante sua vida (Smith et al, 2018). Destarte, a violência sexual contra à mulher é caracterizada como um grande problema de saúde pública global (Robert, Paterson, & Francas, 1999;World Health Organization, 2018).…”

Section: Introductionunclassified

“…Estudos anteriores foram capazes de demonstrar que o Marketing Social tem a capacidade de conscientizar as normas sociais existente em determinados ambientes (Robert et al, 1999;Konradi & Debruin, 2003;Potter, Moynihan, & Stapleton, 2011;Stewart, Wright, Smith, Roberts, & Russell, 2021). Ademais, Robert et al (1999) abordaram justamente sobre a violência sexual contra a mulher, assim como Potter et al (2011) e ambos descobriram que, após a realização das campanhas -com estratégias do Marketing Social -foi possível obter um aumento não só da conscientização em si (Robert et al, 1999), mas também, das atitudes (Potter et al, 2011) para as pessoas que faziam parte do público-alvo da campanha.…”

Section: Introductionunclassified

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Estratégias de Marketing Social adotadas na Campanha Lei do Minuto Seguinte

Santos

Matos

Lessa

2023

Adm. Púb. e Gest. Social

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Objetivo da pesquisa: compreender as decisões relativas à definição do público-alvo e às estratégias adotadas para a execução da campanha. Enquadramento teórico: busca, por meio da lente do Marketing Social e suas estratégias, descrever e analisar a campanha Lei do Minuto Seguinte, lei que garante atendimento emergencial, completo e gratuito nos hospitais do Sistema Único de Saúde (SUS) às vítimas de violência sexual. Metodologia: de natureza qualitativa, este artigo é um estudo de caso da campanha Lei do Minuto Seguinte, lançada em 2018, a partir de uma iniciativa da Procuradoria Regional dos Direitos do Cidadão de São Paulo, órgão do Ministério Público Federal em colaboração com a Associação Brasileira de Agências de Publicidade (ABAP). Resultados: percebeu-se que o público primário foram as mulheres e que a campanha contou com apoio institucional e de voluntários, ocorrendo de forma não estruturada. Somado a isto, o desconhecimento das leis que garantem auxílio para as mulheres é significativo. Originalidade: realização de um estudo de caso utilizando a lente teórica do Marketing Social a fim de avaliar o processo de lançamento de uma campanha cujo assunto é tênue e preocupante para a qualidade de vida no Brasil. Contribuições teóricas e práticas: notou-se a necessidade de avaliar e validar os efeitos das ações da campanha desde o seu lançamento até o momento. Além disso, foi possível identificar que novas campanhas precisam educar diferentes públicos envolvidos de forma indireta, como homens e crianças, e, consequentemente, novas pesquisas precisam ser realizadas a fim de entender os impactos de cada campanha lançada cujo objetivo seja alterar o comportamento do indivíduo e da sociedade como um todo. Palavras-chave:Lei do Minuto Seguinte, Violência contra a mulher, Marketing Social.

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“…Different researchers have considered the insights of men (Donovan et al, 1999; Stanley et al, 2009; Thomson et al, 2013) to document the development of campaigns targeting male perpetrators of IPV, but the inquired participants were either from the general population or from perpetrators of violence. Thus far, no studies have assessed the opinions of victimized men in different-sex and same-sex relationships to inform the development of campaigns targeted at victimized men.…”

Section: Introductionmentioning

confidence: 99%

Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

Reis

Arriaga

Moleiro

2022

J Interpers Violence

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Over the last decades, the negative effects of intimate partner violence (IPV) directed at men in abusive different-sex and same-sex relationships have been increasingly investigated. Men who are the targets of IPV face many barriers to help-seeking, and to overcome them, public awareness campaigns have been developed. Women who experienced IPV have found campaigns targeting them to be harmful and misleading, and previous research suggests that following the principles of formative evaluation research may improve campaigns’ effectiveness and reduce unwanted negative effects. This article documents the theory-based formative evaluation research conducted with 14 men abused in different-sex and same-sex relationships for the creation of targeted campaigns. Through semi-structured interviews, men were asked about their overall knowledge of campaigns, their thoughts about specific pictorial IPV campaigns, and their suggestions for the development of new campaigns. Thematic analysis and a theoretically grounded coding scheme were used to analyze the content of the interviews with high interrater reliability. Overall, our results indicate that most men were not aware of campaigns in Portugal, and their impressions about the ones they recalled were mixed. Most men praised clear messages informing forms of violence, while some responded negatively to the inclusion of words such as “shame” and “victim” and the depiction of bruises. They also considered that future campaigns targeting men should portray “real people” like them and provide information on self-efficacy, the efficacy of recommended responses, and threat susceptibility. Our findings are consistent with previous evidence with women who experienced IPV but also provide theoretically grounded novel contributions and highlight the importance of considering the population of interest’s insights when developing and testing new campaigns.

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Targeting Male Perpetrators of Intimate Partner Violence: Western Australia's “Freedom from Fear” Campaign

Cited by 17 publications

References 12 publications

Sexualization reduces helping intentions towards female victims of intimate partner violence through mediation of moral patiency

Sexualization reduces helping intentions towards female victims of intimate partner violence through mediation of moral patiency

Estratégias de Marketing Social adotadas na Campanha Lei do Minuto Seguinte

Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

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