Campus-wide Know Your Power Campaign
With funding from Centers for Disease Control and Prevention (CDC), the University of New Hampshire’s Prevention Innovations has just launched the Know Your PowerTM social marketing campaign campus wide at the university. The Know Your Power campaign is the social marketing component of the Bringing in the Bystander ProjectTM. It is the first time a comprehensive social marketing campaign focusing on teaching bystanders how to prevent or intervene in situations of sexual and intimate partner violence and stalking has been administered on a college campus. The campaign has been administered across an entire university campus as well as in neighboring downtown Durham. We are utilizing a number of different media to attract the attention of the UNH community, and we are conducting a comprehensive evaluation of the campaign to assess the campaign’s impact on UNH students.
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Components of a Comprehensive Know Your Power Social Marketing Campaign
The Know Your Power social marketing campaign is running on the UNH campus from February 16 through March 30, 2009. We developed the campaign based on of a series of 8 images. The images and the campaign logo appear in a variety of media around the UNH campus. Components of the campaign include:
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Series of 8 poster images appear as a full screen “pop up message” when students log on to all 456 computers in the all the computer clusters at the university;
See poster images - Four of the 8 the Know Your Power posters are hung together in all the UNH residence halls. Posters have also been hung in all the academic and other campus buildings (e.g., the student center and the recreation center, downtown Durham businesses, and recognized fraternity and sorority houses);
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Four poster images appear on “table tents” in all university dining hall facilities;
See table tent images -
All first-year students receive a “Know Your Power” product package during the first week of the campaign. Products include a water bottle with the Know Your Power logo, bookmark with one of the Know Your Power poster images, and Know Your Power button pin and flashlight/carabineer displaying the Know Your Power website;
See product package components -
The first-year portal on the university Blackboard site displays the Know Your Power button image and a link to the campaign’s website;
See button image -
Six of the 8 poster images are appear on the side of the UNH shuttles and off campus buses so they are visible to both passing drivers and pedestrians;
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Two of the poster images are on book marks that are distributed to the main UNH and 4 branch libraries, as well as the campus and off campus book stores. All patrons/customers will be given a book mark during the campaign period;
See bookmark images - A public service announcement is presented during all UNH home athletic events. Additionally, athletic events held in the arena with a scrolling scoreboard will display the message as well; and
- The development of the Know Your Power web site www.know-your-power.org. The website address is printed on all campaign images and product posted and distributed campus wide.
Finally, the effectiveness of the campaign is being measured using various assessment tools.
Press release announcing the award and the launch of the social marketing campaign.
Press release: UNH's Nationally Known Sexual Violence Prevention Program Kicks Off Social Media Campaign Feb. 15, 2010