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Abstract
This study developed and tested the preliminary efficacy of a campus-wide sexual violence prevention social media marketing (SMM) campaign, Be a Watch Dawg. This research study was conducted in three phases consisting of: a formative study with the target population (Phase I); campaign development (Phase II); and testing the preliminary efficacy of the campaign (Phase III). Phase I data were collected through focus groups with the target population and a cross-sectional survey; these data were used to inform campaign messaging and content. Phase II involved the development of campaign messaging, slogans, hashtags, web-based and social media content, and posters. In Phase III, the Be a Watch Dawg campaign was implemented and evaluated. The Be a Watch Dawg campaign was implemented at the University of Georgia in Fall 2017. The Be a Watch Dawg campaign focused on sexual violence prevention by encouraging prosocial bystander behavior among college students. Because alcohol is a risk factor in sexual violence and may inhibit prosocial bystander behavior among college students, this campaign also focused on alcohol�??s role in sexual violence and bystander behavior. The campaign included social media content, photos, and videos with the campaign hashtag about sexual violence, bystander intervening strategies, and risk reduction strategies to reduce the risk of sexual violence. This study proposed that exposure to the campaign would be predictive of increased prosocial bystander behavior, intentions to intervene, and decreased alcohol use pre- to post-campaign launch. Results indicate that the Be a Watch Dawg campaign had a significant positive effect on prosocial bystander behavior and intentions to intervene. Further, evaluation of the campaign�??s social media data revealed that the campaign reached a large number of people on social media across Facebook, Instagram, and Twitter (i.e. 43,160). Findings reveal that a social media marketing campaign is a promising strategy to increase prosocial bystander behavior. Implications for future programming include the focus on alcohol�??s role in prosocial bystander behavior and behavioral strategies that can help college students to reduce the risk of sexual violence.