Review of Campaigns Targeting Perpetrators finds “It’s Not Ok” Campaign in top two

The It’s Not Ok campaign has been included in a review of campaigns targeting perpetrators of intimate partner violence by Magdalena Cismaru and Anne M Lavack.  The research has been published in the latest edition of the journal ‘Trauma, Violence & Abuse 12(4).’

The research reviewed and analyzed16 campaigns targeting perpetrators of intimate partner violence from in the United States, Canada, United Kingdom, Australia and New Zealand.  The researchers use two well known models, the Transtheoretical (Stages of Change) model and Protection Motivation Theory (PMT) to create a framework for anyalysis. 

The “It’s Not Ok campaign” received top rankings as being one of only two campaigns reviewed that sought to address most of the stages of change, as well as most of the variables considered to be the main influencers of behavioural intention and behaviour change.

The researchers also make a number of suggestions for future policy, research and practice in this area.  In particular, they conclude that future campaigns targeting IPV perpetrators should place a stronger emphasis on the benefits of changing and place a greater focus on increasing perpetrators’ confidence that they can abstain from violence. 

The full article is available online here.

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