The Public Will Campaign: Shifting Social Norms to Prevent Child Sexual Abuse

公众意愿运动：改变社会规范以防止儿童性虐待

• 批准号: 10494027
• 负责人: Heather L McCauley
• 金额: $ 39.62万
• 依托单位: MICHIGAN STATE UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2021
• 资助国家: 美国
• 起止时间: 2021-09-30 至 2025-09-29
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10494027
• 关键词: Public; Will; Campaign; Shifting; Social

This is a community-partnered study to rigorously evaluate the Public Will Campaign (PWC), which aims to prevent child sexual abuse (CSA) through the identification and correction of misperceived social norms relative to CSA prevention. The short-term goals of the PWC are to build strong communities, reduce CSA perpetration, and to improve attitudes, social norms, and behaviors relative to CSA. PWC's long-term goals are to end CSA for future generations. The PWC employs a systems change model which mobilizes individual behaviors, social norms, and systemic structures to prevent CSA. To that end, PWC pairs grassroots outreach methods with media tools to build connection and sustained mobilization around a shared set of values. Specifically, PWC has developed a multi-phase campaign strategy to activate communities to prevent CSA. The first phase focuses on community building as a foundation for bystander intervention and broader cultural change; citizens must believe that others “have their backs” before feeling comfortable engaging in community-level prevention interventions. During this phase, the PWC will hold community mobilization events and launch a multimedia campaign, offering experiential opportunities to build social capital and gradually target CSA specifically. Next, PWC will engage communities via open space technology to assess collective efficacy and explicate county-specific misperceptions of social norms relative to CSA prevention. Finally, communities will design their own county-specific campaigns to correct misperceptions of social norms about CSA prevention and promote children's rights and safety. To evaluate the effectiveness of PWC in shifting study outcomes, we will collect multiple forms of data. We will use state-level secondary data sources to monitor county-level change over time in CSA perpetration. We will conduct a cluster randomized controlled trial in six counties in Northern Michigan with repeated intercept surveys to assess change over time in attitudes, social norms, and behaviors. We will capture real-time data from multimedia platforms documenting engagement and dosage with the PWC. Finally, using open space technology, we will conduct focus groups in participating communities to make meaning of quantitative data, explicate social norms specific to each county, and assess readiness for CSA prevention. This community- partnered study – both the program and evaluation – will yield collective efficacy to sustain the movement to end CSA. This study is innovative as it focuses on CSA prevention via shaping outer layers of the social ecology and leverages social norms as a CSA prevention strategy, which will accelerate community-level change.

这是一项社区合作研究，以严格评估公众意愿运动（PWC）， 旨在通过识别和纠正儿童性虐待行为， 与预防CSA相关的错误的社会规范。预委会的短期目标是 建立强大的社区，减少CSA犯罪，并改善态度，社会规范， 与CSA相关的行为。PWC的长期目标是为子孙后代结束CSA。的 PWC采用了一种系统变革模式，该模式调动了个人行为、社会规范和 防止CSA的系统结构。为此，PWC将基层推广方法与 媒体工具，围绕一套共同的价值观建立联系和持续动员。 具体而言，普华永道制定了一项多阶段运动战略，以动员社区， 预防CSA。第一阶段的重点是社区建设，作为旁观者的基础 干预和更广泛的文化变革;公民必须相信其他人“有他们的支持” 才能安心地参与社区一级的预防干预。在此 预委会将举办社区动员活动和开展多媒体宣传活动， 提供建立社会资本的体验机会，并逐步具体针对CSA。 接下来，PWC将通过开放空间技术与社区互动，以评估集体效能 并阐明县具体的误解的社会规范相对于CSA预防。最后， 社区将设计自己的具体国家的运动，以纠正对社会的误解， 制定预防儿童性虐待的规范，促进儿童的权利和安全。评价 为了评估PWC在改变研究结果方面的有效性，我们将收集多种形式的数据。我们将 使用州级二级数据源监测CSA中县级随时间的变化 犯罪我们将在北方的六个县进行一项随机分组对照试验 密歇根州进行了多次拦截调查，以评估随着时间的推移，人们的态度、社会规范， 和行为。我们将从多媒体平台捕获实时数据， 与普华永道的接触和剂量最后，利用开放空间技术， 参与社区的重点小组，使量化数据的意义，解释社会 每个县的具体规范，并评估CSA预防准备。这个社区- 合作研究--包括项目和评估--将产生集体效能，以维持 运动结束CSA。这项研究是创新的，因为它的重点是通过塑造CSA预防 社会生态的外层，并利用社会规范作为CSA预防战略， 这将加速社区层面的变革。