MEN'S CAMPAIGN IS CHANGING BEHAVIOR OF VIOLENCE

March, 2005– The Family Violence Prevention Funds's Coaching Boys Into Men campaign, the response from the public has been overwhelming – the campaign not only breaks through the clutter, but is changing behavior.

The Advertising Council shared new tracking data. Below are just three highlights:

• 9 in 10 adults (and 84% of men) strongly agree that men can help reduce domestic violence (DV) by talking to boys and feel it’s extremely important to do so.
• Those who saw “The Wrong Way Around” were significantly more likely (than those who did not) to agree that men can help solve the problem of domestic violence by discussing it with boys. Specifically, 25% of those who saw the PSA are taking action to end DV, versus 16% of people who didn’t see the PSA who are taking action to end DV.
• Awareness of “The Wrong Way Around” increased almost fivefold from 3% (Sep 2003) at benchmark to 14% (Feb 2005).

(Millward Brown July 2004)