HAVEN: Creating a Social Change Strategy for Reducing Intimate Partner Violence

by: Michael Metzger

Publication Date: December 20, 2019
Length: 22 pages
Product ID#: 7-956-623

Core Disciplines: Communications, Marketing/Sales, Social Impact

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Teaching Note

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HAVEN was a nonprofit organization in Oakland County, Michigan (just north of Detroit) that addressed sexual assault and intimate partner violence by providing services to survivors and a variety of educational programs. The organization believed strongly in the role of men in both eradicating intimate partner violence and assault. Director of Prevention Education, Averett Roby, thought that the first step in developing a change strategy aimed at reaching men, educating them about these issues, and ultimately changing their behavior would be to research the target market. The results could then be used as a foundation to develop a communications plan with behavioral change objectives.

Teaching Objectives

After reading and discussing the material, students should:

  • Cite some of the statistical data that supported HAVEN's aim to create awareness of intimate partner violence and sexual assault.
  • Describe HAVEN's Redefine Program and evaluate its effectiveness within its target audience.
  • Analyze the different audiences for HAVEN's survivor services vs. education/prevention services.
  • Develop a strategic action plan to market HAVEN's Redefine program.