Bringing in the Target Audience in Bystander Social Marketing Materials for Communities: Suggestions for Practitioners

Abstract

The Know Your Power TM social marketing campaign images model active bystander behaviors that target audience members can use in situations where sexual and relationship violence and stalking are occurring, have occurred, or have the potential to occur. In this practitioner note, we describe strategies that we have used to engage target audience members in the development of the social marketing campaign that we hope can be used by practitioners. We give examples from the development and evaluation of the Know Your PowerTM social marketing campaign that used focus group and other types of feedback from the target audience to inform the direction of the campaign.