We've developed a social marketing campaign to support gender-based violence prevention efforts in Washington middle schools. The campaign focuses on reaching middle school-aged youth with the goal of shifting attitudes, behaviors and social norms regarding boundaries and consent in personal interactions, helping to lay the foundation for healthy, non-violent relationships later in life.
The campaign was developed in collaboration with C+C (a social marketing agency), Hardwick Research, and an advisory group of subject matter experts, including professionals in the areas of prevention, education and community health.
DOH is making the campaign materials available here. This research-informed campaign features five online videos and five posters for placement in middle schools. The goal of the campaign is to help youth have healthier relationships. Behaviors covered in the materials relate to:
- Personal boundaries
- Taking someone's photo without permission
- Body shaming
- Touching someone without their permission
- Actively seeking consent
Recommendations for implementing the “Its About Respect” Campaign
DOH encourages communities to reach out to their local domestic violence and/or sexual assault (DV/SA) program for partnership and support.
Locate the DV/SA program in your community:
- Washington State Coalition Against Domestic Violence
- Washington Coalition of Sexual Assault Programs
- Onboard school faculty and parents 4-5 weeks prior to campaign implementation using provided templates.
- Actively implement the campaign with youth for 6 weeks beginning with the installation of the campaign posters .
- Ensure visibility of campaign posters by placing them in classrooms, bathrooms, hallways, gym and the cafeteria. Posters should be taken down within 2-3 weeks of the campaign's conclusion.
- Utilize available school channels (classrooms, screens in lunchrooms/sports events, morning announcements, assemblies, etc.) to show the campaign videos.
- Integrate campaign messaging into other classroom activities (for example, in relevant social emotional learning lessons or health classes).
- Engage your local domestic violence and/or community sexual assault program to identify classroom discussion ideas, local resources, and additional topic-specific support.
- Consider partnerships with local media to reinforce your campaign and bolster reach.
Communications templates to support onboarding of faculty, parents, and the larger school community.
- Download the templates packet (Word)
The templates are adaptable and include:
- A campaign overview document
- Letter template to staff/faculty
- Letter template to parents/guardians in English and Spanish
- Classroom activity guide
- Sexual violence prevention and healthy relationships resources
- Five campaign poster files in two sizes (one for easy printing on a standard printer and one larger file for optional professional printing)
- Campaign videos
- Digital Banners (ZIP)
- Sticker printing file (PDF)