HE LOVES ME, HE LOVES ME NOT JILL FORKAL, JOVANA NGUYEN, ANDY SCHMITT, KATHERINE HEPPARD
DOMESTIC VIOLENCE - Identify the need for a health campaign - Target audience - Transtheoretical Model (TTM) - Strengths and weaknesses of the TTM - Explanation of advertisements
NEED Each year, 1.3 million women are victims of physical assault by an intimate partner. (CDC, 2003) 25% of women in the United States are victims of domestic violence. (Tjaden, P & Thoennes, N., 2000) As a result of domestic violence, there are 1,3000 deaths of women 18 and older. (CDC, 2003)
IDENTIFICATION Victims of domestic abuse Specifically, women in the contemplation stage of the Transtheoretical model Those who are actively considering making a change in behavior, weighing pros and cons Chose women because they are much more likely to suffer domestic violence injuries from intimate partner abuse
JUSTIFICATION Already know the negative consequences of their relationship but currently have no immediate intention of changing the situation Concentrated on encouraging women to take action in the near future Positives need to be stressed and must outweigh the negatives
5 STAGES OF THE TTM 1.Precontemplation 2.Contemplation: Our target audience 3.Preparation 4.Action 5.Maintenance (DiClemente & Prochaska, 1985)
ASPECTS Work against relapse. (DiClemente et. al., 1991) Motivation and self-efficacy. (DiClemente, 2004), (Burke et. al. 2001) Decisional balance (Burke et. al., 2001)
STRENGTHS Five stages allow for tailoring messages to a specific audience. Can target multiple behaviors with a single program. (Nigg et. al. 2005) Way to understand and measure the activities of battered women, which reflects the complex and dynamic nature of the process of ending abuse. (Shurman & Rodriguez, 2006)
WEAKNESSES Categorizes behavior change into five distinct stages when the change may not be mutually exclusive. Should be a continuous process instead of split stages. (Nigg et. al., 2010) In need to added stages to address those “passively versus actively uninterested in change” (Dare & Derigne, 2010) If the victim is in denial about the intimate partner violence, then the TTM would not accurately address this within the five stages. (Dare & Derigne, 2010)
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