Men and Reproductive Health Programs: Influencing Gender Norms Prepared by
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Evaluation and OutcomesSurveys conducted before and after the campaign indicate positive results. More than 80 percent of the respondents became aware of new ways to have healthy relationships and believed they had received important information that gave them confidence to play a role in preventing date violence. This can be attributed to the increased exposure of the youth to information on dating violence. Before the campaign only 10 percent of the students recalled being exposed to information about dating violence. After the campaign this percentage increased to 59 percent. In response to demand, the campaign is expanding nationally to all 50 states and internationally to ten countries. Implementers are in the process of modifying the campaign’s materials to effectively portray images of healthy couples untainted by stereotypes (e.g., that women are ornaments or status symbols for men and that women are always the gatekeepers of sexual intimacy). Funding SourcesThe campaign generated revenue from product sales and received donations from the Summit Fund and BIL Charitable Trust, and from individual donors. Contact InformationMen Can Stop Rape P.O. Box 57144 Washington, D.C. 20037 Tel: (202) 265-6530 E-mail: info@mencanstoprape.org www.mencanstoprape.org SourcesStillerman, Jonathan. 2003. Men can stop rape: The Strength Campaign (oral and PowerPoint presentation). Presented to Reaching Men to Improve Reproductive Health for All Conference, Dulles, Virginia. Men Can Stop Rape home page, available at the following Web address: www.mencanstoprape.org. Accessed November 11, 2003. The Respect Campaign(Western Europe) OverviewThe Respect Campaign was launched in 1998 by the Zero Tolerance Charitable Trust in response to the troubling findings of a study of 14- to 21-year-old youths’ perceptions of violence. The campaign was commissioned by the Trust the same year in three urban areas of the United Kingdom. The Respect Campaign, a pilot project, is the Trust’s most recent mass media campaign. ScopeThis independent charity has links with organizations throughout the world, but operates mainly within the United Kingdom and Europe. AudienceAll parties potentially affected by gender-based violence in personal relationships (i.e., everyone). ObjectivesThe campaign highlights issues of consent in personal relationships. More generally, it aims to promote messages of gender equity and antidiscrimination. The campaign is geared to promote male responsibility for ensuring consent in sexual relationships and female empowerment to assert personal convictions in intimate relationships. Materials distributed by the campaign are also fashioned to dispel myths and stereotypes, particularly around the legitimacy of “female-provoked” violence (i.e., by their chosen attire or flirting). ImplementationDistributed materials consisted of postcards, posters, resource guides, and CD-ROMs. Captions succinctly convey messages of autonomy, female empowerment to resist abuse, and male responsibility for misuse of power on simple, yet sophisticated layouts. Although it recognizes violence perpetrated against males, the Trust focuses on violence perpetrated against women. The series of four postcards, distributed among youth networks in venues youth frequent, were specifically designed to commence a critical appraisal of this issue. Posters focused more on addressing consent. For instance, one depicted a social situation and deconstructed it from hypothesized male and female viewpoints, to demonstrate the different perceptions about consent held by each gender. More complex messages were presented via “convenience advertising” (i.e., publicity materials strategically placed in venues frequented by the intended audience in locales where they were in plain view, such as on the backs of toilet stalls or on hand dryers in restrooms). Evaluation and OutcomesQuantitative and qualitative evaluations of the “Respect” package’s effect found that 68 percent of respondents believed they had changed their minds about how people treated each other and 77 percent of respondents believed they had changed their minds about what girls should be like and what boys should be like. However, the same research indicated that a significant need remains for primary prevention work. Evaluations appear to have been conducted only with persons connected to the campaign (i.e., Trust employees and their families). Funding SourcesThe Zero Tolerance Trust is a charitable organization that receives financial support from donations and proceeds raised through the vending of its merchandise. Contact InformationZero Tolerance Charitable Trust 25 Rutland St. Edinburgh, Scotland, United Kingdom EH12AE Tel: 44 (0)131 221 9505 E-mail: zerotolerance@dial.pipex.com www.zerotolerance.org.uk SourcesThe Zero Tolerance Charitable Trust home page, available at the following Web address: www.zerotolerance.org.uk. Accessed October 15, 2003. Peer Advocates for Health(United States) OverviewA five-year demonstration project launched in 1999, Peer Advocates for Health is a community-based program implemented in partnership with local health clinics and schools. Scheduled to end in June 2004, this life skills project advocates abstinence as the best lifestyle. ScopeEach year approximately 25 adolescents participate. To date, nearly 3,000 persons have been affected through a multiplier effect as the 75 alumni (representing 15 high schools) disseminate the lessons imparted through the program. |