Keep it strong ATL: Reducing teen dating violence through social media

The Jane Fonda Center implemented Start Strong Atlanta's social marketing campaign, “Keep It Strong ATL,” in 2007 to promote healthy relationships and reduce dating violence among 11-14 year olds. A formative evaluation was conducted to assess whether messaging aligned with programmatic goals, and “Web 2.0” social network channels effectively reached the intended audience. Mixed methodologies included thematic triangulation of multiple in-depth interviews, focus groups, and a cross-sectional survey conducted among program staff, youth leaders, and community partners, and web analytics from 2010-2012. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns. Evaluation findings revealed 4 key themes: 1) timing media updates to maximize visibility, 2) use of consistent social media mechanisms, 3) balancing message tone and delivery, and 4) incorporating dating violence prevention messages. Focus group results highlighted: 1) importance of reaching adolescents through Web 2.0 platforms, and 2) need for message dissemination via peers. Survey results revealed Facebook and Twitter exhibited greatest appeal and most frequent visits. Analytics revealed that 76.5% of audience reached was female, yet 3.5% of “likes” were from the target audience. The results indicate variance in audience message receptiveness, source evaluation, and media consumption. The social media campaign is reaching predominantly women who are outside of the target age range of 11-14 years. Thus, messages, content, and mechanisms used will need to achieve greater reach and message relevance among the target audience.