The Make Your Move! campaign is guided by three principles:
Research shows that the most effective marketing messages appeal to the target audience’s core values, enabling them to feel strong and capable rather than ashamed by their behavior.
Both women and men are more receptive to messages that engage them as “helpers” rather than potential perpetrators or victims.
Sexual predators intentionally target vulnerable women and are not receptive to anti-rape messages. However, research indicates they seek the approval and validation of their friends. Those friends can help create positive outcomes.
Changing social norms:
Research shows that violence against women is directly linked to sexist beliefs (rape myths) and acceptance of sexual aggression from peers (i.e., a “rape supportive culture.”) The Make Your Move campaign will attempt to shift these attitudes and beliefs while creating a new “norm” of community members actively working to prevent sexual violence.