N2d

PRIMARY PREVENTION OF CHILD SEXUAL ABUSE:  EVALUATION OF A CHILD SEXUAL ABUSE MEDIA PREVENTION CAMPAIGN

Presenters: Shannon Self-Brown

Abstract Category: Research

Instruction Level: Intermediate

Presentation: Not Provided

Abstract:

Given that mass media techniques have been an effective tool for increasing knowledge and awareness, as well as changing behaviors of community members about various public health issues, these strategies may prove successful for the primary prevention of child sexual abuse (CSA). 

The goal of this study was to conduct an independent evaluation of a CSA mass media campaign (Television public service announcements (PSAs) and an educational booklet) developed by a national non-profit organization, Darkness to Light (DTL). Two hundred parents of children under the age of 18 were recruited from eight sites across the country and were randomly assigned to one of 4 conditions: 1) video public service announcements (PSAs) only, 2) educational pamphlet only, 3) video PSA plus educational pamphlet, or 4) no media materials. 

Results indicated that the combined mass media campaign (PSA + educational booklet) impacted knowledge at the time of intervention compared to no intervention. No significant differences were found in regard to CSA attitudes. Results indicated that primary prevention response behaviors assessed using hypothetical vignettes were positively impacted by the media campaign; however, several other behavioral responses were not. Neither knowledge nor behavioral gains were not maintained at the one month follow-up.

Small sample size at follow-up may have impacted findings. Interpretation and implications of results are discussed.