NCJ Number
164227
Date Published
1995
Length
100 pages
Annotation
A 1994 media campaign sponsored by Scotland's government and focusing on domestic assault was evaluated in terms of public attitudes and perceptions of domestic assault and the impact of the media campaign.
Abstract
The three components of the campaign were 40-second television commercials shown intensively over 5 weeks in June and July and repeated intermittently in October-December 1994; a 10-second followup with the number of a telephone information service; and a poster campaign at 150 sites over a 4-week period starting in August 1994. The evaluation revealed that the campaign had high impact and effectively convened the message that domestic violence should be condemned and that perpetrators should be accountable for their actions. However, aspects of the campaign were regarded as reinforcing stereotypical beliefs about domestic assault. In addition, the telephone information line was widely regarded as inadequate due to expectations of a staffed helpline that would provide practical and emotional support to domestic assault victims. Table and appended analyses, tables, and sample campaign materials