The goal of this project is to develop, implement, and evaluate a socio-culturally relevant primary prevention program to reduce intimate partner violence (IPV) in an Indian community in Metro Detroit, Michigan. Specific Aims include: 1) To create a Community Action Team (CAT) of Gujarati residents and strengthen their capacity to prevent IPV; 2) To work with the CAT to develop and implement an IPV Prevention Communications Campaign based on behavior change theories and social marketing approaches; and 3) To evaluate the effectiveness of the Campaign and CAT program using a quasi-experimental and longitudinal design. The Campaign uses print/electronic media and local activities (e.g., theater and community forums). Drawing from exchange and feminist theories, the Campaign promotes non-violent alternatives and more egalitarian relationships to challenge norms that condone IPV.
For more information please contact: Amy Schulz.