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Emily F. Rothman, SM, Department of Society, Human Development & Health/Division of Public Health Practice, Harvard University, 677 Huntington Ave., Kresge 705, Boston, MA 02115, 617-432-4694, emfaith@aol.com, Jay G. Silverman, PhD, Department of Society, Human Development & Health/Division of Public Health Practice, Harvard School of Public Health, 677 Huntington Ave., Kresge 705A, Boston, MA 02115, and Michele R. Decker, MPH, Division of Public Health Practice/Department of Society, Human Development & Health, Harvard University, 677 Huntington Ave., Kresge 705, Boston, MA 02115.
Given the high prevalence of dating victimization among adolescents, with one in five high school girls reporting any history of dating violence victimization, a multi-media campaign (including billboards, radio and television PSAs, and a website) was developed and conducted by a non-profit agency across the state of Massachusetts. The campaign was intended to help adolescents identify dating violence and related controlling behaviors as well as promote attitudes intolerant of such violence. The campaign was evaluated among approximately 1,900 9th grade students in 9 high schools representing both urban and suburban areas of the greater Boston, MA (intervention schools) and Hartford, CT (comparison schools) areas. Schools were chosen such that students participating in the evaluation were either (1) not exposed to the media campaign at all (comparisons), (2) exposed to the media campaign only, or (3) exposed to the media campaign plus had additional activities related to teen dating violence prevention at their school. Pre- and post-test surveys administered approximately 10 months apart assessed students’ level of exposure to the components of the media campaign, attitudes and behavioral intentions related to dating violence, and knowledge of warning signs and what constitutes abusive behavior. Results of the media campaign evaluation and data on attitudes, knowledge, and behavioral intentions related to dating violence among high school students will be discussed.
Learning Objectives:
Keywords: Evaluation, Adolescent Health
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.