Group Education Manual - Peace Corps Wiki

Resource Sheet : Examples of Social-Marketing Media and Community-Based CampaignsThe Strength Campaign, USADeveloped by Men Can Stop Rape (MCSR), the Strength Campaign employs different media and communityoutreach and mobilization strategies to engage young men in more positive and equitable behaviors,including as allies in the prevention of dating violence. The campaign’s media initiative is organized aroundthe slogan "My Strength Is Not for Hurting," and strives to refocus the traditional perception of malestrength as respect and communication, not force and domination. In addition to the media initiative, theStrength Campaign also includes an educational component called the Men of Strength (MOST) Club.Young men in MOST Clubs participate in a series of sessions intended to raise their awareness of theimportance of male involvement in rape prevention and mobilize them as active allies in preventing men’sviolence against women and girls.Originally started in Washington DC, an important piece to the success of the Strength Campaign has beenbuilding connections with school staff and other school-based initiatives. School administrators, teachers,and other staff participate in awareness-building workshops and are invited to serve as members of thecampaign's advisory committee and participate in the design and management of in-school activities. In thisway, campaign efforts are not isolated from other school-based efforts, but rather “owned” and implementedlocally.The campaign focus on promoting positive gender norms allows for it to also be adapted to engage men inother social and health problems. Since the campaign’s launch, more than two hundred local, regional, andnational organizations have used the campaign posters and materials, creating a nationwide presence. Thematerials have also been used in other countries.The Strength Campaign messages present the common male norm of strength as respect andcommunication, not force and domination. One of the most salient concerns which emerged from theformative research and testing was that young men feared that if they spoke out about violence againstwomen, or changed their ways, they would be alone. For this reason, the campaign images show young menwith partners and/or with other young men in order to emphasize the benefits and solidarity related totaking a stand against men’s violence and speaking openly about respecting women.For more information visit the Men Can Stop Rape website: www.mencanstoprape.org103