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

这是一项社区合作的研究，旨在严格评估公共意愿运动(PWC)， 旨在通过识别和纠正儿童性虐待(CSA) 与预防CSA相关的被误解的社会规范。预委会的短期目标是 建立强大的社区，减少CSA的实施，并改善态度、社会规范和 与CSA相关的行为。普华永道的长期目标是为子孙后代终结CSA。这个 普华永道采用制度变革模式，调动个人行为、社会规范和 预防CSA的系统结构。为此，预委会将基层外展方法与 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活动战略，以激活社区以 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“支持他们” 在安心参与社区层面的预防干预之前。在此期间 在预委会阶段，预委会将举行社区动员活动，并开展多媒体运动， 提供积累社会资本的体验式机会，并逐渐将CSA作为具体目标。 下一步，普华永道将通过开放空间技术吸引社区参与，以评估集体效能 并阐述了与CSA预防相关的县特有的社会规范的误解。最后， 社区将设计自己的县特有的活动，以纠正对社会的误解 规范CSA预防，促进儿童权利和安全。要评估 预委会在转变研究结果方面的有效性，我们将收集多种形式的数据。我们会 使用州级辅助数据源在CSA中监控县级随时间的变化 犯罪行为。我们将在北方六个县进行整群随机对照试验 密歇根州反复进行拦截调查，以评估随着时间的推移态度、社会规范、 和行为。我们将从多媒体平台捕获实时数据，记录 与PWC的接触和剂量。最后，利用开放空间技术，我们将进行 参与社区的焦点小组发挥量化数据的意义，阐明社会 每个县的具体规范，并评估预防CSA的准备情况。这个社区- 合作研究--包括计划和评估--将产生集体效力，以维持 结束CSA的运动。这项研究是创新的，因为它侧重于通过塑造预防CSA 社会生态的外层，并利用社会规范作为CSA的预防战略， 这将加速社区层面的变革。

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.