California Coalition Against Sexual Assault (CALCASA)
Strategic planning to guide adaptation and licensing of the existing "My Strength is Not for Hurting" teen dating violence campaign coupled with solid audience intelligence resulted in a cost-efficient and effective campaign. Repositioning the word “strength” to mean positive masculinity and the strength to stand up and speak out against sexual violence was major challenge. Kirby Marketing Solutions assisted with formative research and campaign design through coaching and consultation to the senior staff at CALCASA. The campaign included statewide advertising aimed at young men, Men of Strength Clubs in targeted schools, a mobile MyStrength team, a teen-focused Web site, Facebook, MySpace, text messaging, radio contests, local events, training of all partners, local school outreach through Rape Crisis Centers, and ongoing evaluation. The MyStrength campaign won the Los Angeles chapter of the Public Relations Society of America PRism award for best social marketing campaign.