Community Level Primary Prevention of Dating and Sexual Violence in Middle Schools

In a group cluster trial, a comprehensive, tailored, data-based social norms marketing
campaign that addresses misperceptions of: 1) the acceptability of dating and sexual
violence; 2) gender roles; 3) sexual activity; 4) sexual communication/consent; 5) support
for victims; and 6) bystander intervention will be evaluated among middle schools. Poster
messaging will be paired with several systematic efforts to diffuse program content through
the community, including a Lunch and Learn Teacher Training, Social Norms Video, Teacher
Workbook, Parent Mailing, and Parent Information Session. A member of the
researcher-practitioner team, designated as a School Resource Provider, will oversee campaign
implementation in partnership with a teacher champion. The Resource Provider will also track
campaign intensity, assess campaign credibility through intercept interviews with teachers
and students, work with teachers to infuse messaging into classroom activities, and assist
the teacher champion with addressing "kick-back" to the campaign. Outcome assessments will be
completed by teachers, administrators and students. Towards the goal of exploring the role of
other environmental factors as moderators of program effects, school administrators will
assess their community readiness to develop and implement school dating and sexual violence
prevention policy, in general, and social norms marketing, in particular. A neighborhood scan
will also be conducted to estimate the density of nearby outlets associated with gender-based
personal violence.

Inclusion Criteria:

- Student at a middle school or teacher/administrator at a middle school

- Provide student assent and parental consent as specified in protocol or provide adult
consent for study participation

Exclusion Criteria:

• None