1. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y CHALLENGE Family Violence A gender-violence primary prevention partnership project 2013-2015 Social marketing to PVAWC

2. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y PROJECT OVERVIEW 3 year Department of Justice – Community Crime Prevention, RVAWC grant funded Gender Violence Prevention project across Casey, Cardinia, Greater Dandenong in partnership with Monash Health to: Prevent violence before it occurs (Primary Prevention) not focussing on victims or perpetrators of violence – target is mainstream community attitudes/social norms that support violence, and addresses key determinants: unequal power relations gender stereotypes broad culture of violence

3. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y ‘CHALLENGE’ METHODOLOGY Male Leadership model building on the White Ribbon Campaign Key interventions: Social Marketing UPSTREAM PREVENTION MESSAGES Community Development CAPACITY BUILDING OF MALE COMMUNITY LEADERS (Bystander Action)(Caring Masculinity) Structural Change COMMUNITY SETTINGS/WORKPLACES

4. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y DEFINITION SOCIAL MARKETING – IHP resource kit (DHS 2003) Programs designed to advocate for change Influence behavior of target audiences Persuasive not just information Benefit society as a whole Shift attitudes and change peoples view of themselves and their relationship with others Change values and behaviors HEALTH INFORMATION – Raise awareness of the causes of… Services and supports Encourage personal responsibility

5. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y BORDERLANDS LITERATURE SEARCH FINDINGS PVAW Awareness Raising (Health information) Educative (about the extent of the problem for women – and families*, Crime – what’s not acceptable) Effectiveness? Behaviour change? More victims seeking help…Perpetrators? Downstream Social Marketing Bystander intervention – targeting victims/, perpetrators Skills to intervene? Most challenge individual behaviour, not the social construct of masculinity/gender that creates unequal power, stereotypes and lead to sexism, and violence (Social norms and structures).

6. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y INTEGRATED HEALTH PROMOTION FRAMEWORK Tertiary PreventionEarly InterventionPrimary Prevention Individual InterventionsPopulation Interventions Service delivery Information Education Social Marketing Community Development Structural Change Family/ gendered Violence Awareness Raising Referral information on support services Campaign materials – Promoting No to violence, or Bystander intervention, or Respectful individual relationships Responding Individual Behaviour Victim Perpetrator Social Norms Community Advocacy Social Structures

7. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y SOCIAL MARKETING INNOVATION COMMUNITY DEVELOPMENT APPROACH (RCN/SW) features Grassroots/Citizen driven/ Bottom up (group relevance and participation) Liberating Develops information about problem, Increases awareness of causes, Provides messages of change Focuses on structural inequalities eg. Social Justice (Human Rights) Sites for change – Community settings, Family UPSTREAM SOCIAL MARKETING APPROACH (O+ rights – vote/pay) features Recognises environmental barriers to change occurring at the individual level Advocates changes in policy, laws, structures – Systems change Target for messages are policy makers, those with structural influence Sites for change - Economic, Political, Social-Gender-Cultural

8. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y SOCIAL MARKETING EVIDENCE & LEARNING Social marketing should influence behaviour AND result in change Evidence – negative campaigns haven’t worked Is one strategy in a mix – not the only strategy Time limited/of its time Social marketing/key messages should demonstrate the change - WHO 2010 No to Violence but…What are we saying YES to? Adj.Prof J. Boulet 2007 Campaign requires a gender analysis, Respond to gendered dynamics Dr T Castelino 2011 & Dr M Flood 2001 Recognise and respond to Personal Costs (limitations) to change > Flood, Digapony, Pease, Highlight the Individual and Social Benefits of change Motivational - attractive(marketing principle)

9. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y CHALLENGE PROJECT MODEL Engagement of mentors to support Community Leaders Community Leaders to showcase/promote social marketing in settings Input to development of key messages and design of social marketing

10. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y FOCUS GROUP DIRECTION SOCIAL DETERMINANTS Rigid Stereotypes; Broader Cultures of Violence Important to hold perpetrators (gender) accountable, link solution to cause of problem Construct of Masculinity (challenge acceptance of male violence, and perceptions) Gender Man box – Men are advantaged, Disadvantages for men and women Promote alternative “Healthy CARING masculinity” Insert video clip Insert video clip

11. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y KEY CONCEPTS Men supporting/respecting women Men supporting each other to support/respect women Men supporting/respecting women in the workplace/in leadership Fathers supporting daughters and “female gendered” activities Caring fathers active in female gendered roles Men influencing men and boys to respect/support women

12. V i c t o r i a ’ s L a r g e s t a n d M o s t V i b r a n t M u n i c i p a l i t y QUESTIONS ?? Thankyou Tracey Blythe (BA Comm Dev, M Soc.Science Policy & Management) Team Leader Health Promotion, City of Casey On behalf of the CHALLENGE FV project