Promoting Compassionate Responses to Disclosures of Sexual Violence in University Settings: Exploring the Impact of a Social Marketing Campaign. (July 2023)

• Record Type: Journal Article
• Authors: Irvine-Collins, Emma; Moore, Emma; Cao, Kailun; Curley, Melissa; Ablaza, Christine; Heard, Emma
• Is Part Of: Violence against women. Volume 29:Number 9(2023)
• Page Start: 1832
• Page End: 1852
• Publication Date: 2023-07
• Subjects: sexual violence -- sexual assault -- social marketing -- university -- compassionate response; Abused women -- Periodicals; Women -- Crimes against -- Periodicals; Violent crimes -- Periodicals; Femmes victimes de violence -- Périodiques; Femmes, Crimes contre les -- Périodiques; Crimes violents -- Périodiques; 362.8292
• DOI: 10.1177/10778012221134822
• Languages: English
• ISSNs: 1077-8012

Abstract

This study explores a social marketing campaign aimed to promote compassionate responses to disclosures of sexual violence from peers and raise awareness of university-based formal support services. Findings from a survey ( n = 189) and follow-up focus groups ( n = 11) conducted with university students in Australia indicated that exposure to the campaign may support students' self-perceived confidence in responding compassionately to disclosures of sexual violence and raise awareness of university-based formal support services. These findings suggest social marketing may be a useful tool to form part of universities' sexual violence response and prevention strategies. These findings may help inform future university campaigns.