During the seminar on persuasion and messaging, the class was challenged to come up with a strategic campaign proposal for any cause they chose. The only condition was that the teams had to research and effectively implement persuasion strategies learned about over the duration of the class.
Check out the entire proposal here. PersuasivePlan
The Red Flag Campaign is a bystander intervention strategy based out of Virginia that is used to address and combat dating violence and sexual assault on college campuses. Participants help raise awareness by filling out red flags detailing thoughts or actions associated with dating violence and sexual assault. The flags are then placed around prominent locations on campus to raise more awareness. When completing a flag participants will also be able to sign a petition and/or fill out a survey for research purposes. The premise of the campaign is to encourage others to stand-up against dating violence and to speak up when the they see warning signs of dating violence.
Theories and Concepts
- The Social Norms Marketing Theory is an effective approach to change attitudes by giving the public an accurate interpretation of the situation by providing statistics and visuals.
- The Counterattitudinal Advocacy Theory is effective by persuading people to present a negative attitude about sexual assault and domestic violence by presenting the public with surveys, facts, and statistics to prevent future assaults on campus.
- The Elaboration Likelihood Method (ELM) uses the peripheral route to get The Red Flag campaign’s message more credibility by using subconscious messaging. The ELM uses the central route to relay the content of the campaign’s message by allowing the public to reflect on ideas, evidence, and reason presented by the survey’s, statistics, and visuals.
- The Theory of Planned Behavior focuses on one’s perception of their own control over their behavior. This theory assumes that behavior is NOT always under one’s control. Persuasion works when the person’s Perceived Behavioral Control is higher. This theory links beliefs and behaviors, which is perfect for a bystander intervention campaign.