|Program Title||Know Your Power®|
|Overview||Know your Power® is a program of Prevention Innovations. The mission of Prevention Innovations is “to end sexual and relationship violence and stalking through the power of effective practitioner and researcher partnerships.” To achieve these goals Prevention Innovations offers the following services to schools and non-profit organizations: Consultations, Technical Assistance, Research and Analyses of Needs, and Workshop Presentations. Developed by researchers at the University of New Hampshire, the Know Your Power® Bystander Social Marketing Campaign is a nationally recognized program focused on reducing sexual and relationship violence and stalking on college campuses. The campaign consists of a series of images which portray realistic and thought-provoking scenarios that highlight the important role all members of the community have in ending sexual assault, relationship violence, and stalking.|
|program name||level of evidence"Supported by evidence, promising direction or emerging"||bystander"Bystander programs engage men and women not (primarily) as potential perpetrators or victims, but rather as potential bystanders to situations involving sexual or intimate partner violence. Bystander prevention programs presume that all members of the community have a role in shifting norms to prevent violence.... The bystander model includes tools and ideas for action and strongly encourages each person to make a difference." (Gibbons & Evans, 2013, page 5)||empathy"Empathy-based programs give participants the skills to understand sexual violence, provide compassionate responses to disclosures, and reduce the likelihood of sexual assault perpetration by males." (Gibbons & Evans, 2013, page 4)||dispelling
rape myths"These programs address common misconceptions and myths about circumstances, causes, and realities of sexual violence. Topics often include rates of assault and reporting, definitions of consent, and clarifying common circumstances of assault." (Gibbons & Evans, 2013)
|alcoholThese programs discuss the role alcohol plays in sexual violence and how drinking impacts the communication of consent.||otherAdditional topics of focus are listed here.|
|Know Your Power®||Supported by Evidence||X||X||X||healthy relationships|
|Author||Prevention Innovations, University of New Hampshire|
The campaign consists of a series of images which portray realistic and thought-provoking scenarios that highlight the important role all members of the community have in ending sexual assault, relationship violence, and stalking. The images raise awareness about the problem of sexual and relationship violence and stalking and model active bystander behaviors that the target audience can use in situations where violence is occurring, has occurred, or has the potential to occur. The Know Your Power® Campaign can be used on its own or in combination with the Bringing in the Bystander® In-Person Prevention Program. Through guided exercises in focus groups, over 700 target audience members have contributed to the design and message of the images. Initial evaluations of community characteristics and needs enables Prevention Innovations to tailor the awareness campaign for target audiences.
The program relies solely on social marketing. Materials available include:
The length of the program can vary.
The program uses a wide array of online and print marketing strategies to raise awareness of sexual violence and inspire action around campus. It requires a coordinated effort from an administrator to make the different elements of the program visible throughout the campus.
|Theoretical basis for approach||
The program is a social marketing campaign based on a bystander intervention model. Bystander intervention is a model of sexual violence prevention based on evidence that community norms play a significant role in the perpetration of violence, especially on college campuses (Schwartz & DeKeseredy, 1997, 2000). Educating members of college communities about the realities of sexual assault and equipping them with tools to identify and prevent rape can help create important cultural shifts away from perpetuating and towards preventing assault and harassment.
Peer-reviewed publications demonstrate that exposure to the Know Your Power® campaign increases students’ awareness of their role as bystanders in prevention efforts and increase their willingness to intervene (Potter, 2012). Along with several more peer-reviewed studies of the effectiveness of Know Your Power® (see below), Prevention Innovations has been recognized by national media outlets and the White House.
|Participating colleges and universities||
Know Your Power® is widely implemented and shown to be effective at a variety of institutions. However, Prevention Innovations prefers to keep names of participating institutions private.
|Considerations for administrators||
Prevention Innovations’ unique focus on research and consultations/technical support are its greatest strength and allows Know Your Power to be tailored to the specific needs of a wide range of campuses and organizations. Diverse identities are represented in the KYP campaign which communicates a focus on accessibility and inclusiveness. Know Your Power® can be implemented independently, but is probably best utilized in conjunction with other programs. A campus able to implement both Know Your Power® and Prevention Innovations' other program - Bringing in the Bystander® - would be providing an ongoing, comprehensive, and multi-level approach to sexual violence prevention.
|How to access this program||
Materials must be ordered in bulk. Posters range from $4.50 - $7, bookmarks are .50 each, postcards are $1.00, and table tents are $4 - $5.
Potter S. J. (2012). Using a multi-media social marketing campaign to increase active bystanders on the college campus. Journal of American College Health. 60, 282-295. doi:10.1080/07448481.2011.599350
Potter, S. J. & Stapleton J.G. (2011). Bringing in the target audience in bystander social marketing materials for communities: Suggestions for practitioners. Violence Against Women 17, 797-812. doi:10.1177/1077801211410364
Potter, S. J. & Stapleton, J. G., (2012). Translating sexual assault and stalking prevention from a college campus to a U.S. military post: Piloting the Know-Your-Power Social Marketing Campaign. Journal of Interpersonal Violence. 27: 1593-1621. doi:10.1177/0886260511425795
Potter S. J., & Stapleton J. G. (2013). Assessing the efficacy of a bystander social marketing campaign four weeks following the campaign administration. Sexual Assault Report. 16, 65-80.
Potter, S. J., Stapleton, J. G., & Moynihan, M. M. (2008). Designing, implementing and evaluating a media campaign illustrating the bystander role. Journal of Prevention & Intervention in the Community, 36, 39-56. doi:10.1080/ 10852350802022308
Potter, S. J., Moynihan, M. M., Stapleton, J. G., & Banyard, V. L. (2009). Empowering bystanders to prevent campus violence against women. Violence Against Women 15, 106-121. doi:10.1177/1077801208327482
Potter, S. J., Moynihan, M. M., & Stapleton, J. G. (2011). Using social self-identification in social marketing materials aimed at reducing violence against women on campus. Journal of Interpersonal Violence, 26, 971-900. doi:10.1177/0886260510365870
Schwartz, M. D., & DeKeseredy, W. (1997). Sexual assault on the college campus: The role of male peer support. Sage Publications. doi:10.4135/9781452232065
Schwartz, M. D., & DeKeseredy, W. S. (2000). Aggregation bias and woman abuse. J Interpers Violence, 15, 555-65. doi:10.1177/088626000015006001