Rapid Evidence Assessment: What works in media campaigns to engage and effect positive change in perpetrators of intimate partner violence?

Abstract

This Rapid Evidence Assessment (REA) was developed in the context of the implementation of the Violence Against Women, Domestic Abuse and Sexual Violence Act (VAWDASV; Wales) 2015. It specifically supports the achievement of objective three of the Welsh Government’s strategy; Increased focus on holding perpetrators to account and provide opportunities to change their behaviour based around victim safety. It also has implications for similar strategies across the UK nations. The REA outlines the published review findings to-date in addressing the research question: ‘what works in media campaigns to engage and effect positive change in perpetrators of intimate partner violence?’ It introduces the rationale for the research question and current issues in tackling this phenomenon, before discussing implications for the VAWDASV and similar strategies, in addressing Intimate partner Violence. The REA methodology is outlined and a summary of the findings and conclusions are presented. Ten papers were selected for the review according to the inclusion/exclusion criteria. Six clear themes emerged: (1) Campaigns should be realistic and relatable: (2) campaigns should use a variety of methods and products to reach a wide target audience; (3) the target audience should be carefully recruited and involved in the continuous evaluation of the campaign; (4) campaigns should be theoretically driven by the Transtheoretical (stages of change) Model, Protection Motivation Theory (PMT) and Motivational Interviewing; (5) resources should be carefully selected to ensure campaigns are effective, accessible, run by trained professionals, and clearly signposted; and (6) campaigns should avoid using stereotypical gender images and attitudes. The REA presents clear themes which can be practically implemented in the development of campaigns to effectively engage perpetrators of intimate partner violence, and encourage them to abstain from using associated behaviours.