Sexual Violence Prevention

Situation: Sexual violence and the increasing use of date rape drugs are a major problem in the United States today.  Each year, hundreds of cases are reported by teens and young adults – and, sadly, many more cases go unreported.  Recognizing that greater emphasis needed to be placed on communication and education – for potential victims and potential perpetrators – the Florida Department of Health needed a comprehensive campaign that would open social dialogue about prevention among young people and ultimately reduce the prevalence of rape and sexual assault across the state.

Action: Following surveys and focus-group research, RBOA and the DOH team developed campaign strategies and a comprehensive three-year communications plan which included media relations, special events and the distribution of promotional items.  In an effort to combat drug-facilitated rape, RBOA created customized cocktail napkins to distribute to partnering bars and clubs frequented by Florida college students, with the message “Watch Your Drink – Stay Safe from Club Drugs” and the program’s statewide, toll-free number. The campaign also included the coordination of a highly publicized series of special events on college campuses involving sexual abuse survivor and artist MeloD and a statewide student outreach campaign to distribute telephone calling-card key chains carrying the campaign message, “Rape. Talk About It. Prevent It.” along with other educational materials.

Outcome: The statewide sexual violence prevention campaign garnered significant media visibility, with 130 print media placements in 28 states (including every major Florida daily), 69 news broadcasts on 30 Florida television and radio stations and 19 online stories (including New York Times), resulting in over 25 million media impressions nationwide. The campaign also resulted in successful ongoing partnerships with Florida colleges and universities, ensuring that the message of sexual violence prevention continues to reach young people across the state.

The campaign earned 8 awards for PR excellence, including the Grand Golden Image Award in 2002 and Golden Image Awards in 2003 and 2004.