The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #71128

Leslie Brenowitz¹, Alida Knuth², and Rita Noonan, PhD². (1) Porter Novelli, 1909 K Street, NW, Washington, DC 20006, (202) 973-5800, lbrenowitz@porternovelli.com, (2) National Center for Injury Control and Prevention, Centers for Disease Control and Prevention, 4770 Buford Highway NE, Mailstop K60, Atlanta, GA 30341

The literature suggests that attitudes and behaviors can be shaped and reinforced more easily and more effectively as they are developing than after they have been firmly established. Since attitudes and behaviors related to intimate partner violence and sexual violence begin to manifest early in adolescence, CDC contracted with Porter Novelli to plan a national campaign to decrease IPV-supportive attitudes among young people. Porter Novelli conducted YouthStyles, a nationally representative survey of youth ages 9-18 to ascertain the extent and distribution of pro-IPV attitudes among middle school aged students. Based on the finding that most early adolescents already hold anti-IPV attitudes, and those adolescents who are at all tolerant of IPV are already in the minority, the objective is to influence the minority who hold attitudes that are not completely against IPV – about one in four early adolescents – in a manner that brings their attitudes in line with the social norm. To test potential messages, small group discussions will be held with boys and girls who fall into a “High IPV” category as determined by the degree of agreement with YouthStyles items regarding the perceived appropriateness and peer acceptance of various relationship behaviors. A national communication plan and first year implementation plan will be developed to increase the social norm among adolescents that any form of violence between males and females is seen as inappropriate and unacceptable. Findings from Youthstyles and subsequent message testing, as well as messages and communication strategies, will be discussed.

Learning Objectives:

Participants will be able to
• identify the campaign’s communication objective
• name at least two strategies proposed for message delivery.

Keywords: Adolescent Health, Violence Prevention

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.