Unintended Effects of a Domestic Violence Campaign

Abstract

This paper reports findings from a media intervention designed to raise awareness about domestic violence and to prevent abuse. The campaign included four television advertisements, one billboard, a poster, and newspaper ads. A quasi-experimental, in-field approach was used to assess campaign effects. The study analyzes the effects of campaign exposure on awareness, perceived threat, and efficacy. Results obtained using analysis of covariance indicate that male and female attitudes were significantly different following campaign exposure. Women (but not men) increased their perceived severity of domestic violence and awareness of services from pretest to posttest. The campaign appeared to have effectively reached women. By contrast, male attitudes moved in the opposite direction from pre- to posttest, or did not change. A comparison of means confirmed these findings and also showed that women increased their belief in the effectiveness of services. The authors draw comparisons between male and female reactions and offer some suggestions for new strategies to address audience beliefs about domestic violence.