Assessing the Effectiveness of a Social Norms-Based Sexual Violence Prevention Digital Campaign on the UC Berkeley Campus

In collaboration with the prevention team at the PATH To Care Center at the University of California, Berkeley, we experimentally assess the effectiveness of a sexual violence & sexual harassment (SVSH) prevention social media campaign on perceived social norms. Previous work has only assessed social-norms based SVSH prevention campaigns which have physical presence on a college campus (ie: flyers, billboards). Thus, to better inform digital campaign efforts, we conduct a lab simulated social media scroll and find that a social-norms based graphic does cause a change in an individual’s perception of campus-wide SVSH social norms.