Awareness Campaigns

Below you will find general resources providing guidance on marketing and communications in social justice and/or higher education settings; examples of various awareness campaigns implemented at colleges and universities; and lessons learned from scholarly research on campus awareness campaigns. Information from these various sources can be combined to customize an awareness campaign directed toward expecting and parenting students at your institution.

GENERAL RESOURCES

 

American Marketing Association

Explore the American Marketing Association's Higher Education Marketing content for the latest tips related to marketing in a higher education setting.

Community Tool Box

The University of Kansas' Community Tool Box contains guidance on planning and implementing communications and social marketing campaigns for community development initiatives.

Inside Higher Ed's Marketing & Communications Blog

Explore Inside Higher Ed's blog, Call to Action: Marketing and Communications in Higher Education, for the latest tips related to marketing and communications in a higher education setting.

The Pell Institute's Evaluation Toolkit

The Pell Institute's Evaluation Toolkit provides a framework for developing a communication plan within a higher education setting.

CAMPUS AWARENESS CAMPAIGN EXAMPLES

 

It's On Us

It’s On Us is a national movement to end sexual assault.

No More

No More creates high-impact, large-scale media campaigns to drive awareness, inspire action, and help drive culture change to help end domestic violence and sexual assault.

Less Than U Think

Less Than U Think is a student-run, student-generated campaign that uses humor to emphasize the negative social and physical consequences of college-age binge drinking.

Seize the Awkward

Seize the Awkward aims to change the way we approach mental health issues by encouraging peer conversations and teaching supportive conversations.

The Red Flag Campaign

The Red Flag Campaign uses a bystander intervention strategy to address and prevent sexual assault, dating violence, and stalking on college campuses.

RESEARCH-DRIVEN LESSONS LEARNED

 
DeJong, W. (2002). The role of mass media campaigns in reducing high-risk drinking among college students. Journal of Studies on Alcohol, 4
      (1),182-192. Retrieved from https://www.collegedrinkingprevention.gov/media/journal/182_250.pdf
Gilder, P., Midyett, S.J., & Mills-Novoa, B. (2001). Challenging the collegiate rite of passage: A campus-wide social marketing media campaign
     to reduce binge drinking. Journal of Drug Education, 31(2), 207-220. Retrieved from https://doi-org.mutex.gmu.edu/10.2190/U466-
     EPFG-Q76D-YHTQ
Jack, S.M., Sangster Bouck, L.M., Beynon, C.E., Ciliska, D.K., & Lewis, M.M.J. (2005). Marketing a hard-to-swallow message:
        Recommendations for the design of media campaigns to increase awareness about the risks of binge drinking. Canadian Journal of
       Public Health, 96(3), 189-193. Retrieved from Retrieved from http://search.ebscohost.com.mutex.gmu.edu/login.aspx?direct=true
       &db=mnh&AN=15913082&site=ehost-live
Linder, C., Myers, J.S., Riggle, C., & Lacy, M. (2016). From margins to mainstream: Social media as a tool for campus sexual violence activism.
       Journal of Diversity in Higher Education, 9(3), 231-244. Retrieved from http://dx.doi.org.mutex.gmu.edu/10.1037/dhe0000038
Napierski-Prancl, M. (2011). Raising awareness: Incorporating a student-run campus awareness week in course objectives. Teaching Sociology,
       39(1), 88-102. Retrieved from https://doi-org.mutex.gmu.edu/10.1177/0092055X10390645
Potter, S.J., Stapleton, J.G., & Moynihan, M.M. (2008). Designing, implementing, and evaluating a media campaign illustrating the bystander
       role. Journal of Prevention and Intervention in the Community, 36(1-2), 39-55. Retrieved
       from https://doi.org/10.1080/10852350802022308
Potter, S.J., Moynihan, M.M., Stapleton, J.G., & Banyard, V.L. (2009). Empowering bystanders to prevent campus violence against women: A
       preliminary evaluation of a poster campaign. Violence Against Women, 15(1), 106-121. Retrieved from https://doi-
         org.mutex.gmu.edu/10.1177/1077801208327482
Wilbourn Lee, R., Caruso, M.E., Goins, S.E., & Southerland, J.P. (2003). Addressing sexual assault on college campuses: Guidelines for a
        prevention/awareness week. Journal of College Counseling, 6(1), 14. Retrieved from https://search-proquest-
        com.mutex.gmu.edu/docview/213732742?accountid=14541

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