AWARENESS CAMPAIGN Kylie A. Lambert COMSTRAT 562: Final Awareness Project Washington State University
COMPANY OVERVIEW
“RAINN (Rape, Abuse & Incest National Network) is the nation's largest anti-sexual violence organization. RAINN created and operates the National Sexual Assault Hotline in partnership with more than 1,000 local sexual assault service providers across the country and operates the DoD Safe Helpline for the Department of Defense. RAINN also carries out programs to prevent sexual violence, help survivors, and ensure that perpetrators are brought to justice.� (rainn.org, 2019).
SWOT ANALYSIS Strengths - Unique, demonstrated experience - Offers a wide variety of resources - Offers consulting services to help organizations improve prevention and response programs
Opportunities - No immediate competition
- Create corporate partnerships to increase awareness of sexual violence in the United States - #MeToo movement and other social movements
Weaknesses - Lack of awareness - Relies on volunteers and donations - Sensitive subject matter
Threats - Laws and regulations - Victims not comfortable coming forward - Retention due to sensitive and traumatic issues
RAINN AWARENESS CAMPAIGN Sexual assault affects nearly every household in America, which is why RAINN is making it their mission to educate the public about sexual violence. The goal of this awareness campaign is to inform the audience about the realities of sexual violence and also encourage victims and their loved ones to seek out resources available. By generating awareness, RAINN can arm survivors with the tools they need to get justice.
Image Source: https://www.facebook.com/RAINN01/photos
CAMPAIGN PLATFORM & PLANNING PROCESS • Who? Females 18-24, college students • Where? Nationwide • Social media campaigns • Reach target audience in a strategic way by sharing statistics about sexual violence, encourage survivors to take action and speak up • On-campus events • Educate college students about sexual assault through on-campus events, workshops, and guest speakers • RAINN Resources One Sheet • Readily available one sheets to pass out on-campus with a list of resources and contact information
CAMPAIGN CONCEPTS, CORE MESSAGES & PRIMARY OBJECTIVES Social Media
On-Campus Events
One Sheet
Piece #1
Piece #2
Piece #3 – One Sheet
• RAINN Statistics and Resources • Utilize statistics about sexual assault to reach target audience and encourage survivors to seek out resources available • Core Message: RAINN believes YOU.
• RAINN Statistics and Support • Educate college students about sexual assault through on-campus events, workshops, and guest speakers • Core Message: Sexual violence can happen to anyone, look out for yourself and your friends and speak up
• RAINN Resources • Create a one sheet with resources available through RAINN for victims and their loved ones • Core Message: RAINN believes YOU.
CAMPAIGN RECOMMENDATIONS • Paid social will increase overall engagement in the most effective way. Through custom contextual targeting, RAINN can reach females 18-24, college students. • To measure success, we will look at overall engagement and traffic to the website
• Hosting on-campus events at the beginning of the school year can help educate college students and remind them of the resources RAINN offers. • To measure success, we will look at event attendance
• One-sheets with RAINN resources can be provided to students oncampus as well as health & wellness centers, hospitals, clinics, etc. • To measure success, we will look at website traffic and calls to the hotline
PIECE #1 – SOCIAL MEDIA POST
Guest Speaker Tips For Staying Safe on Campus
PIECE #2 – ON-CAMPUS EVENT
• •
Know Your Resources Stay Alert
• •
Be Careful About Posting Your Location Make Others Earn Your Trust
• •
Make a Plan Protect Your Drink
• •
Know Your Limits It’s Okay to Lie
• •
Be a Good Friend Access Off-Campus Support Services
Rape, Abuse & Incest National Network RAINN is the nation’s largest anti-sexual violence organization and the leading authority on sexual violence. We are a dynamic organization focused on victim services, public education, public policy, and consulting services. Our team develops and operates best-in-class services for survivors, informs and educates the nation about sexual violence, and improves the public policy and criminal justice response to these crimes.
PIECE #3 – RESOURCE ONE SHEET
National Sexual Assault Hotline
RAINN created and operates the National Sexual Assault Hotline, which has helped more than 3 million people since 1994. The hotline is available by phone (800.656.HOPE) and online chat in English (online.rainn.org) and Spanish (rainn.org/es). The service is free, confidential, and available 24/7.
Call Connect with RAINN support specialist or a local center from RAINN’s network of more than 1,000 sexual assault service providers throughout the country. 24/7 operation to provide confidential support to survivors and their friends and family.
Chat Survivors and loved ones can access help online (online.rainn.org) through a chat-based platform on a computer, phone, or tablet. RAINN’s staff provides support to thousands of survivors each month, many of whom are disclosing the experience for the first time. National Sexual Assault Hotline | 800.656.HOPE | rainn.org 1220 L Street NW | Suite 500 | Washington, DC 20005 | 202.544.1034 | info@rainn.org
CAMPAIGN TIMELINE Sexual Assault Awareness Month
Primary Target: Women 18-24 26
September 2 9 16
23
30
October 7 14
21
28
November 4 11
18
25
December 2 9 16
23
30
January 6 13
20
27
February 3 10
17
24
2
March 9
16
23
30
6
April 13
20
27
4
May 11
18
25
1
8
June 15
July 22
29
6
13
20
27
Markets/Media RAINN Paid Social (Instagram) On Campus Events One Sheets
• With more than 50% of college sexual assaults occurring in either August, September, October, or November (rainn.org, 2019) – it is recommended to start the campaign at the beginning of the school year. • On-campus events will be flighted throughout the campaign, with at least one event every single week during April, which is National Sexual Assault Awareness Month. • The campaign will pick back up in March, heavying up on support in April, and end in May towards the end of the school year.
3
August 10 17
24