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Welcome to this Web Conference Teen Dating Violence Prevention Campaign

We will start soon

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How to Use This Technology • • • •

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Technology • For trouble on the web please send a private chat • You can call iLinc technical assistance at 800799-4510 • For other information, call CALCASA at 888922-5227

Violence Against Women • • • • •

Domestic violence Sexual violence Violence across the life-span Prevent before violence starts Connect to other forms of violence

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Teen Dating Violence Prevention Campaign Web Conference

A collaborative effort presented by:

October 22, 2008

Cindy Dyer Director, Office on Violence Against Women United States Department of Justice

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OVW: Mission • Provide federal leadership to reduce violence against women • Strengthen services to, all victims of domestic violence, dating violence, sexual assault, and stalking

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Teen Dating Violence (TDV) • We recognize the need to teach early, before dating violence puts our youth in danger. • Combating Teen Dating Violence continues to be a priority for OVW.

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Statistics • Dating violence affects women regardless of their age, but teens are especially vulnerable. • Research indicates that women age 16 to 24 experience the highest per capita rate of intimate partner violence, reports the U.S. Department of Justice Bureau of Justice Statistics. 10

Effects of TDV • Teen Dating Violence often increases the risks of substance abuse, sexual activity, pregnancy and suicide, especially for female victims.

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Partners • Federal Partners: CDC, HHS, DOE • Break the Cycle • National Teen Dating Abuse Helpline

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National Campaign • Partners: – Family Violence Prevention Fund – The Advertising Council – R/GA: The Agency for the Digital Age

• Goal to reach teens early • Internet is shaping their lives • Friends are their most important relationships

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Conclusion • Digital Communication is Key • Next Steps: – Share what we learned – Preview communications plan – Anticipated Live Launch: February 2009 National Teen Dating Violence Awareness and Prevention Week

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Esta Soler President, Family Violence Prevention Fund

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Pioneering Public Education Campaigns 1994

There’s No Excuse for Domestic Violence Funded by Ford Foundation

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It’s Your Business

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Coaching Boys into Men Funded by Waitt Institute for Violence Prevention

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Keeping the Next Generation Safe • Teen Influencers: • Coaches • Teachers • Parents • Newest Initiatives: • Teens 17

Building Healthy Teen Relationships • Robert Wood Johnson Foundation • Blue Shield of California Foundation – Four-year initiative to fund eleven diverse communities to increase protective relationship skills among adolescents – Communities to be announced next month

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Teen Dating Violence Prevention Campaign • DOJ Office on Violence Against Women • Designed by Experts – The Advertising Council – R/GA: The Agency for the Digital Age

• New Media to Reach Teens • Research-Driven Campaign

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Brian O’Connor Director of Public Communications Family Violence Prevention Fund

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Immersing Ourselves

Quantitative Support

Cultural Analysis

Primary Insight Research

Academic Research

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Three Communication Objectives 1. Promote positive peer to peer friendships in an effort to prevent intimate teen violence 2. Generate a sense of urgency around intimate teen violence in an effort to prevent it 3. Educate the target about the digital gray areas surrounding intimate teen violence in an effort to prevent it

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Primary Insight Research Considerations • Points of view from both girls and boys • Avoid our “marketing speak” to understand their language • Sensitive issues may require proxy questioning (e.g. workbook homework) • Informal atmosphere to put teens at ease • Geographical and cultural differences 23

Primary Insight Research

1. Communication Objective 2. Target Audience 3. Language

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Research Findings: Friendships • Friendships are among the most important things in teens’ lives. – Friends are often described, literally, as family (“She’s not my cousin, but I call her my cousin.”) – Friends spend lots of time together, both in and out of school. – When not together, friends remain in constant contact via texting, messaging, phone calls and other forms of communication. 25

Research Findings: Communication • Digital forms of communication are prevalent and inperson communication is frequent and important. – The cell phone is king; most kids have one and use it daily, if not hourly or minute by minute. – Computer use is secondary; some kids have little use for social networking and instant messaging, while others—particularly younger teens—rely on it heavily. – Text-based forms of communication are often preferred for their ease and low involvement. 26

Research Findings: Relationships 7th grade

8th grade

9th grade

Where?

Primarily in school

Possibly outside of school

How do they communicate?

Low involvement (TXT, IM)

May also speak on the phone

Usually both in and out of school Usually all forms of communication

How intimate?

Hand-holding only

Kissing

“Making out” or sex

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Research Findings: Relationships • African American and Hispanic girls, as well as those from lower-income HHs, reported behavior (e.g., more serious relationship, sex) more like older teens at a younger age. • Girls seem to play a strong advisory role for each other in romantic matters; boys appear to be more hands off, only getting involved in more extreme situations. • Relationships—particularly among older teens—can range from serious/committed to casual, ‘friends with benefits’ that was common across geographic and cultural boundaries. 28

Research Findings: Digital Gray Areas • Digital dating abuse was more likely to be experienced and perceived as a problem by girls. – Intent to harm—especially physical harm—is often perceived as the dividing line between what is acceptable and what is not. – Digital abuse is not confined to dating; girls and boys reported abuse among each other as well. – In some cases, the victim is perceived as more to blame for allowing him/herself to be abused (e.g. sending a naked pic). 29

Research Findings: Dating Abuse • Teens appear to be swamped with information about more obvious forms of abuse that “never happen” and hence are largely ignored. • There is little sense of urgency around the topic. • Although “digital dating abuse” happens, teens do not perceive it as such. 30

Research Takeaway While each objective resonated in some way with our teens, digital gray areas emerged as the greatest opportunity. Teens in the transitional period of 8th and 9th grade stand out as the prime audience for this campaign.

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Target: Transitional Teens • • • • •

Transitional time New friends, new influences New freedoms, new rules Upperclassmen exposure Increased pressure to date 32

Teen Realities 1. Minimize the Seriousness of the Issue – They have very real concerns associated with acknowledging the issue

2. Social Sensitivity – They worry about scaring away their first boyfriend/girlfriend by setting boundaries or not fitting in; they’ll justify abusive behavior by equating control with love

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Teen Realities 3. Digital Generation Gap – Parents are unfamiliar and uncomfortable with technology, and thus unsure of how to handle such situations – There is a threat of having their phone or computer privileges taken away by their parents if they express concern

4. Crowded Daily Landscape – There are many issues that teens are being “preached to” about – safe sex, drugs, smoking, online predators, cyber-bullying, etc. Digital Dating Abuse is a new topic and needs to stand out 34

Technology is central to their lives • Internet since second grade and cell phones from age 11 • Sense of physical space has changed – Cell phone is a physical extension of themselves – Online persona is a continuation of their offline self • “Just turning off” their phone would be like cutting off a limb.

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Current Perception:

Hitting = Abuse

Desired Perception Addition:

Digital Infractions = Abuse 36

Where are you? Who are you with?

Digital dating abuse is abuse • Unwanted and/or repeated calls/text messages – About 1 in 3 teens said partner had text messaged them up to 30 times/hour to check on what they were doing, where, and who with – 65% of teens say this is a serious problem • Breaking into social networking account • Pressure to share embarrassing or private pictures/videos – More than 1 in 10 teens reported that a partner has shared private or embarrassing pictures/videos of them – 68% of teens say this is a serious problem 37

Digital Gray Areas: The Invisible Wall Digital technology enables people to say things via text or online that they normally wouldn’t. It represents a separation, a barrier, that makes actions and words seem more removed. This mentality contributes to the perception that digitally abusive behavior isn’t serious.

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Draw your digital line It’s yours to determine. You and your friends. You and your boyfriend or girlfriend. You and your weekly hook up. You and your generation. Even if it’s online, it can still be abusive and should never be controlling.

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Jim Therkalsen R/GA, Copywriter

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OOH

Mobile Applications Mobile Marketing

Print

Website Experience

Social Media

TV + Radio

Viral Elements Online Banners

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For More Information Brian O’Connor Family Violence Prevention Fund [email protected] 415.252.8900