Project Phases

Phase I: Research and Planning (November 2004-March 2005)

A Joint Committee of DHS, OES, and CALCASA staff members, with guidance from a social marketing consultant, collaborated to develop a social marketing campaign strategy focused on ending sexual violence through primary prevention efforts. CALCASA must complete this campaign by October 31, 3005 when the grant funding concludes.

Goal 1: Determine target audience and communities

· Given the primary prevention focus of the campaign, the Committee selected to target young men in California, ages 14-18.

· In keeping with CALCASA’s Strategic Forum Report’s call for attention on undeserved communities and communities of color, the Committee agreed to target six (6) pilot communities, including urban multicultural communities and rural Spanish and/or English speaking communities.

Goal 2: Determine an appropriate and effective existing social marketing campaign for adaptation and application in California

· After extensive research, the Committee agreed to adapt Men Can Stop Rape’s “Strength Campaign” including all visual materials and strategies to establish Men of Strength Clubs (MOST Clubs).

Goal 3: Develop two-tiered campaign strategy

· Tier 1 - Statewide Campaign: All rape crisis centers will receive social marketing training, posters, and other materials for distribution and use in local communities. CALCASA will purchase advertising for the campaign throughout the state and will provide materials and training to all centers on this statewide campaign.

· Tier 2 - Pilot Sites for Campaign Implementation: CALCASA, through a competitive Request for Proposals (RFP) process, will select and fund six pilot sites to receive extensive training on the campaign as well as specialized training from Men Can Stop Rape in establishing and facilitating Men of Strength Clubs in local high schools or community settings. The pilot sites will also be involved in the evaluation process of the campaign. Each pilot site will receive grant funds (maximum of $20,000 per center through October 31, 2005) to assist in implementing this tier of the campaign.

Phase II: Program & Campaign Development

Now that the “Strength Campaign” has been identified as the model campaign, CALCASA staff will develop specific program details.

Goal 1: Develop license agreement with Men Can Stop Rape (May 2005)

· CALCASA will establish a license agreement with Men Can Stop Rape to use and adapt their campaign materials over the next three years.

Goal 2: Adapt the “Strength Campaign” materials to California’s needs (June – July 2005)

· CALCASA will contract with a social marketing research firm to conduct focus groups with the target population to assess the effectiveness of the “Strength Campaign’s” materials and message for a California audience.

· If necessary, we will re-shoot visual materials more appropriate for a California audience and conduct new focus groups to determine effectiveness of new materials with the target audience.

Goal 3: Develop an additional section of CALCASA’s website for the Social Marketing Campaign (July 2005)

· All visual campaign materials will direct viewers to an independent web address within CALCASA’s website. This “teen-based” site will house additional prevention information and feature tools (such as interactive technologies and information on MOST Clubs) for young men, ages 14 – 18.

· There will also be an informational section for young women as well as for parents as part of CALCASA’s website:

Goal 4: Purchase media and advertising venues, including billboards, ads in publications, etc. for statewide advertisement of the campaign. (July – August 2005)

· Focus Groups and market research will determine which types of advertisements and locations are most effective in each community.

· CALCASA will contract with a Public Relations Firm and Media Buyer to coordinate proper placement of ads and purchase of advertisement space.

Phase III: Implementation & Training

While the California-specific materials are being developed, CALCASA will lead involvement of the Rape Crisis Centers and selection of the six (6) pilot sites.

Goal 1: Select Pilot Sites (May – June 2005)

· CALCASA will distribute the Request for Proposals (RFP) to California’s rape crisis centers. CALCASA will conduct a RFP teleconference and a mini-workshop at CALCASA’s Leadership Conference to discuss the campaign and RFP selection process to assist rape crisis centers in developing their proposals. The RFP submission deadline is June 3, 2005. CALCASA will review and select the six pilot sites in June 2005. Geography, community make-up, and details of pre-established prevention programs in local high schools will factor into the selection of the pilot sites. CALCASA will also strive to achieve a balance between rural and urban communities and geographical distribution in selecting the pilot sites.

Goal 2: Training and distribution of media materials to rape crisis centers (August 2005)

· CALCASA will conduct 1 – 2 day training in August 2005 for all rape crisis centers on social marketing and use of the campaign materials in their local communities. This training institute will be held in August 2005 in Sacramento. CALCASA will cover travel and lodging expenses for up to 2 staff from each rape crisis center.

· CALCASA will conduct an additional 3 - day training for key staff of the six (6) pilot sites (i.e., pilot sites will receive a total of 4 – 5 days of training) in August 2005, with trainers from Men Can Stop Rape. CALCASA will cover travel and lodging expenses for up to 3 staff from each pilot site.

· Once finalized, campaign materials will be distributed to all rape crisis centers.

· As determined by the focus groups of the target audience, CALCASA will purchase “give-away items” (collateral materials) for distribution to the target audiences in the pilot sites.

Phase IV: Statewide Campaign Launch

Once the Phases I - III are completed, CALCASA will coordinate a statewide campaign launch. This will be the most extensive media launch CALCASA has ever hosted!

Goal 1: Statewide Campaign Launch (September 2005)

· CALCASA will host a Statewide Campaign Launch (date and location still to be determined), complete with media and press coverage. The launch will include fully developed and intensive media coverage, including statewide press releases and notices in statewide publications.

· Media relations packets (including sample press releases, etc.) will be distributed to all rape crisis centers.

· CALCASA and each pilot site will collaborate and coordinate local launch events for each pilot site’s community.

Phase V: Local Implementation

Once the campaign is released publicly, the Rape Crisis Centers will be implementing and leading the campaign efforts in their local communities.

Goal 1: Pilot sites will launch and begin implementation of the campaign in their local communities (September 2005)

· Pilot sites will implement MOST Clubs

· The MOST Clubs will run through June 2006.

· Pilot sites will participate in evaluation efforts of the campaign and MOST clubs.

Goal 2: All Rape Crisis Centers will incorporate campaign materials into current prevention programs (September 2005)

Rape Crisis Centers will add the campaign materials to complement their existing prevention efforts

At this point, the campaign will officially be underway!!