UNIVERSITY OF MINNESOTA
How do you determine the most effective theme to raise awareness that everyone on campus is responsible for preventing sexual misconduct?
We developed three creative themes and explored among undergraduates, grad students, faculty and staff which of the campaign themes struck the right tone to create awareness of the issues. Also, we measured which theme best engaged the audiences; encouraged audiences to know their rights and responsibilities; empowered audiences to recognize when to take action.
After reporting the results and fine-tuning the campaign, we conducted quantitative research to measure factors that optimize the receptiveness and engagement to the Sexual Misconduct Awareness program.
Using a multifaceted and impartial research approach helps identify the winning campaign that can speak to the largest possible audience on a very polarizing subject. Not an easy task, but one worth every ounce of effort.