Inaugural dating violence awareness week : a communication campaign to raise awareness of dating violence.

Abstract

The authors of this Final Year Project report collaborated with a specialised counselling centre for interpersonal violence, the Centre for Promoting Alternatives to Violence (PAVe), to plan and actualise a public communication campaign.

Dating Violence Awareness Week (DVAW) was conceptualised in response to a general lack of awareness about dating violence amongst young Singaporeans. This integrated communications campaign aims to increase awareness about dating violence and its four different aspects, including emotional, psychological, sexual and physical violence. In addition, the campaign also aims to increase awareness of PAVe Centre as a specialised counselling centre where individuals affected by dating violence can seek help. DVAW hopes to reach out to young Singaporeans aged 17 to 25.

As dating violence is a relatively untouched topic in Singapore and there were no formal campaigns that tackled this issue, DVAW can be considered a pioneer effort. The team initiated publicity efforts to engage and communicate with youths. This included carrying out a launch event, leveraging on online platforms, media relations and community outreach. These strategies were employed in hopes of achieving informational, attitudinal and behavarioural objectives.

Based on pre- and post-campaign evaluation, the various objectives were achieved. Overall, the campaign resulted in significant returns of a 44.3% increase in awareness of dating violence and a 50% increase in awareness of PAVe Centre, hence fulfilling the main informational objectives of the campaign.