My Fall 2012 Strategic Communication Campaigns class is implementing the campaign “Know the Red Flags” against dating violence, sponsored by the Domestic Violence Intervention Program (DVIP). The campaign aims to educate UI undergraduate students about dating violence and its prevalence on campus. It also aims to raise awareness about the “red flags” of dating violence, and to inform students about available resources. The primary audience is undergraduate men on campus between 18 and 25. The secondary audience is undergraduate women between 18 and 25.
The class this semester implements the proposed strategies and tactics, messages and creative materials proposed by the Spring 2012 students. In the spring, students conducted secondary and primary research, including a survey of 238 undergraduate students. Based on this research, they developed the overall theme of the campaign: Dating violence is more than physical abuse. The chosen messaging uses the third-person effect and the tagline, “Does your friend …. ?” The students developed six posters based on this theme, a video, and a social media strategy. See below the campaign materials.