CONTENTS PAGE

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A social marketing program targeting perpetrators
of domestic violence Mark Francas, Global Deputy
Head, TNS Social
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Integrated social marketing programme
Research and marketing

• Marketing
• Mass media advertising
• TV, radio, press, outdoor
• Non advertising initiatives
• Media publicity
• FFF Website
• Self-help information
• Material at pubs, clubs, worksites, etc

Targeted interventions
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Aims of the formative research.
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Formative research possible message themes
x
x

• Not seen as deterrent
• Not seen as entirely credible

• Not consistent with social norms
• Reluctance to get involved

x
x

• Endorsed by mainstream males
• Perpetrators rejected

• Not a motivating factor for many perpetrators

• Reactions of kids has vivid impact
• Empathy from non fathers

• Positive, hopeful message
• Universally endorsed

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Freedom from FearThe Campaign Strategy
2. Solution

• Help is available.
• And heres how you can start getting some help.

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Freedom From Fear The Campaign Process
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Process Evaluation Campaign reach

• Overall Campaign Awareness

Have you seen or heard any advertising in the
past few months about domestic violence or
violence in the home ?
Target Audience
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Process Evaluation Campaign reach

• Overall Campaign Awareness

Have you seen or heard any advertising in the
past few months about domestic violence or
violence in the home ?
Target Audience
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Process Evaluation Message takeout

• Spontaneous Awareness of Telephone Helpline

Where can violent men go for help ?
spontaneously nominating a telephone helpline
Target Audience
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Outcome Evaluation Usage of Help Services

• Number of Calls to Men's Domestic Violence
  Helpline (7 year period)

TOTAL All Calls 23,697 (100) Self-identifying
Perpetrators/Men at Risk 8909 (37.5 of all
calls) Referrals to Counselling 4184 (18 of all
calls, 47 of self-identifying perpetrators)
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Conclusions and Lessons