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#HEWEB18 - Using an Instagram Story to Help Sexual Assault Survivors

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BYU found some important pieces of data in its campus climate survey: 1. Survivors of sexual assault first turn to friends and roommates. 2. Friends and roommates felt ill equipped to help. 3. Friends and roommates wanted to help. So we created an Instagram story directed to the entire student body, coaching them on what to say, how to help and what specific resources to point their friends and roommates to, if they come to them for support after an assault.

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#HEWEB18 - Using an Instagram Story to Help Sexual Assault Survivors

  1. 1. USING AN INSTAGRAM STORY TO HELP SEXUAL ASSAULT SURVIVORS JON MCBRIDE @JMCBEE84 #HEWEB18 BRIGHAM YOUNG UNIVERSITY DON’T SHY AWAY FROM TOUGH TOPICS ON SOCIAL
  2. 2. #HEWEB18 JOIN THE CONVERSATION …
  3. 3. TRIGGER WARNING
  4. 4. COMMUNICATIONS IS A FUNCTION OF LEADERSHIP @JMCBEE84 #HEWEB18
  5. 5. USING AN INSTAGRAM STORY TO HELP SEXUAL ASSAULT SURVIVORS JON MCBRIDE, JOE HADFIELD & SUMMER HERLEVI @JMCBEE84 #HEWEB18 BRIGHAM YOUNG UNIVERSITY DON’T SHY AWAY FROM TOUGH TOPICS ON SOCIAL
  6. 6. TODAY WE’LL LOOK AT … • Sexual assault on college campuses today … an important issue that all of us are, or should, be addressing @JMCBEE84 #HEWEB18
  7. 7. TODAY WE’LL LOOK AT … • Sexual assault on college campuses today … an important issue that all of us are, or should, be addressing • How social media can help @JMCBEE84 #HEWEB18
  8. 8. TODAY WE’LL LOOK AT … • Sexual assault on college campuses today … an important issue that all of us are, or should, be addressing • How social media can help • An Instagram story at BYU that had significant results @JMCBEE84 #HEWEB18
  9. 9. TODAY WE’LL LOOK AT … • Sexual assault on college campuses today … an important issue that all of us are, or should, be addressing • How social media can help • An Instagram story at BYU that had significant results • Lessons learned the the planning and execution of that story @JMCBEE84 #HEWEB18
  10. 10. TODAY WE’LL LOOK AT … • Sexual assault on college campuses today … an important issue that all of us are, or should, be addressing • How social media can help • An Instagram story at BYU that had significant results • Lessons learned the the planning and execution of that story • How you could produce something similar @JMCBEE84 #HEWEB18
  11. 11. NOW WHAT? @JMCBEE84 #HEWEB18
  12. 12. CHANGING POLICY DOESN’T MEAN YOU’VE CHANGED CULTURE @JMCBEE84 #HEWEB18
  13. 13. STUDENT PERSPECTIVE
  14. 14. “Students at BYU are eager for more education on how to prevent sexual violence. These findings suggest that university efforts to strengthen sexual violence prevention efforts will be well received by the student community.” — Dr. Lindsay Orchowski, Brown University
  15. 15. HERE. IS. OUR. OPPORTUNITY TO LEAD. @JMCBEE84 #HEWEB18
  16. 16. #HEWEB18 JOIN THE CONVERSATION …
  17. 17. FOR SLIDESHARE: SEE THE FULL VIDEO AT INSTAGRAM.COM/BRIGHAMYOUNGUNIVERSITY VIDEO IS PINNED UNDER “RESOURCES”
  18. 18. #HEWEB18 JOIN THE CONVERSATION …
  19. 19. RESPONSE ROOM
  20. 20. REACTION • 24,000+ story views • 100+ DMs • DMs from those personally in crisis: 11 • DMs from those with friends in crisis: 6 • DMs with clarifying questions: 23 • DMs simply thanking us for doing this: 51 • DMs with concerns we helped resolve: 2 @JMCBEE84 #HEWEB18
  21. 21. REACTION • Both the Title IX Office and the Survivor Advocate saw an influx of reports made and appointments scheduled the day of the story and throughout the following week. @JMCBEE84 #HEWEB18
  22. 22. #HEWEB18 JOIN THE CONVERSATION …
  23. 23. TAKEAWAYS FROM THE PROCESS @JMCBEE84 #HEWEB18
  24. 24. TAKEAWAYS 1. Using the right voice(s) 2. Addressing the right audience 3. Utilizing experts 4. Taking time to get the script, filming and editing right 5. Promoting with purpose 6. Working with university leaders @JMCBEE84 #HEWEB18
  25. 25. 1. USING THE RIGHT VOICE(S) @JMCBEE84 #HEWEB18
  26. 26. 2. ADRESSING THE RIGHT AUDIENCE @JMCBEE84 #HEWEB18
  27. 27. 3. UTILIZING EXPERTS @JMCBEE84 #HEWEB18
  28. 28. 4. TAKE TIME TO GET THE SCRIPT, FILMING & EDITING RIGHT @JMCBEE84 #HEWEB18
  29. 29. 5. PROMOTION @JMCBEE84 #HEWEB18
  30. 30. 6. WORKING WITH UNIVERSITY LEADERS @JMCBEE84 #HEWEB18
  31. 31. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social @JMCBEE84 #HEWEB18
  32. 32. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story @JMCBEE84 #HEWEB18
  33. 33. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture @JMCBEE84 #HEWEB18
  34. 34. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social @JMCBEE84 #HEWEB18
  35. 35. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice @JMCBEE84 #HEWEB18
  36. 36. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts @JMCBEE84 #HEWEB18
  37. 37. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts • Take the time necessary to get this right @JMCBEE84 #HEWEB18
  38. 38. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts • Take the time necessary to get this right • Promote it like crazy @JMCBEE84 #HEWEB18
  39. 39. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Social has a huge impact on your campus’s culture • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts • Take the time necessary to get this right • Promote it like crazy • Listen, listen, listen @JMCBEE84 #HEWEB18
  40. 40. #HEWEB18 FINAL QUESTIONS
  41. 41. THANKS! jon_mcbride@byu.edu @jMcBee84 INSTAGRAM: @brighamyounguniversity

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