The survey summary is as follows: 1. A survey was conducted of 147 GVSU students to assess awareness and effectiveness of the university's sexual assault prevention campaign. 2. 24 students completed the online survey, most were female between 18-21 years old and sophomores, juniors, or seniors. 3. The survey asked similar questions to a previous focus group and included demographic questions to gather a diverse range of perspectives on the campaign.

1. No Means No:
It’s Just That
Simple
Lori Conerly
Client: GVSU Campus Violence Prevention Team
Date: 4/13/15
By

2. 1
Executive Summary
The following report details a plan to implement a new campaign dedicated
to raising awareness of the Campus Violence Prevention Team on Grand Valley
State University’s campus. Along with raising awareness, this plan highlights
strategies and tactics that will be used to improve the campus’s overall attitude
towards sexual assault. By using various research methods, and soliciting the
opinions and perspectives of the GVSU student community, data has been
collected in order to apply to the objectives of this campaign. This plan gives a
detailed account of research collected along with a thorough action plan that will
be used to put the campaign into motion. Also, scheduling has been outlined to
attribute appropriate promotions.

3. 2
Table of Contents
RESEARCH
Secondary research…………………………………………………………….3-6
References………………………………………………………………………7
Focus Group report……………………………………………………………8-12
Moderator’s Guide…………………………………………………………….13-16
Survey report……………………………………………………………….….17-21
Survey instrument…………………………………………….……………….22-23
ACTION PLAN
Situation analysis………………………………………………………………24-25
Objectives, Strategies, & Tactics……………………………………………26-27
Calendar……………………………………………………………………….28
Budget………………………………………………………………………..29-30
Evaluation……………………………………………………………………….31
COMMUNICATION
Visual Tactics………………………………………………………………32-37
EVALUATION
Concluding Discussion………………………………………………………..38-39

4. 3
Research
Secondary Research Report
Sexual assault, as defined by the United States Justice Department (2014), is
any type of sexual contact or behavior that occurs without the explicit consent of
the recipient. With the increase of sexual assault incidents on college campuses, it
seems that this definition in relation to that of consent is not clear or is not
understood by some. Grand Valley State University, amongst many other colleges
and universities, have intensified precautions to avoid sexual assault incidents.
Precautions made by the university include an elaborated definition of sexual
assault and consent available for reference to students. Though the efforts made by
universities have certainly increased the incident occurrences have led to the
outrage of not only students, but parents and community members as well. Some
argue that universities are taking the matters lightly and not putting enough
emphasis on implementing legal action, while others believe that universities are
proposing outlandish ideas of what sexual activity on a college campus should
consist of. Critics of Harvard University’s policies to prevent sexual assault believe
that they are either woefully inadequate or risk trampling on the rights of men
following tipsy, consensual hook-ups (Mangan, 2015). The success in the battle of
justice seems to be finding a happy medium between the two.

5. 4
In 2014, President Obama and his administration issued 20 pages of
guidelines of what actions should be taken by colleges and universities in regards
to sexual violence on campus. The guidelines give detailed descriptions of how
identifying, responding to, and preventing sexual assault should occur (Mangen,
2015). Harvard University stands amongst the universities that intensified their
policies. Elizabeth Bartholet, a Harvard law professor opposed to the new campus
policies, said “This means the students who engage in sexual touching or sexual
intercourse while having a few drinks are all at risk of being held guilty of the very
serious charges of sexual assault and rape.” When college campuses are filled with
intoxicated students nearly every weekend, it would seem impossible to believe
that all students are taking part in what Harvard defines as consensual sex.
For those who have been insulted by the lack of concern shown by
universities, the strengthening of these policies are applauded. In previous years,
there has been a lack of consequences faced by the accused. After dealing with a
traumatic sexual assault incident, Indiana University student Margaux J. released a
statement against the university in May of 2006. She was quoted saying, “In my
opinion … IU not only harbors rapists, but also completely disregards, ignores, and
fails women.” The university was accused of allowing the responsible to face
modest penalties, while the victims remained forever impacted and traumatized by
the incident. Though the charge was ranked amongst the most serious of crimes at

6. 5
the university, the accused only faced one semester of suspension for the following
semester, which happened to be a summer semester when the student would more
than likely not be enrolled in classes anyways. After a year-long investigation, the
Center for Public Integrity determined that Magaux’s case was one of many.
Investigation showed that over 10 years, there was a substantial amount of
complaints filed against institutions within the U.S. Education Department that
confirmed colleges and universities were not taking enough efforts towards
creating an environment where victims felt not only safe, but also like they had a
voice (Lombardi, 2010).
When speaking about sexual assault, the victim is often supported by the
public. It is important for all publics, parties, and stakeholders to be represented in
order to avoid any deception or misinterpretation.
After being falsely accused of gang rape, the Virginia Alpha Chapter of Phi
Kappa Psi decided to take legal actions towards the delivering media source. “The
report by Columbia University’s School of Journalism demonstrates the reckless
nature in which Rolling Stone researched and failed to verify facts in its article that
erroneously accused Phi Kappa Psi of crimes its members did not commit,” said
Stephen Scipione, president of the Virginia Alpha Chapter of Phi Kappa Psi. “This
type of reporting serves as a sad example of a serious decline of journalistic
standards.” In some cases, the victim may turn out to be the accused.

7. 6
The Nov. 19 publication of the Rolling Stone story upended the idyllic
campus, turning it into the heated center of the national debate over campus sexual
assault (Gray, 2015).
Due to the sensitive nature of the discussion of sexual assault, it is important
to deliver all informational messages clearly and concisely. Advocacy is a greatly
appreciated demonstration of understanding within the victim community. As the
topic of sexual violence becomes more prevalent on college campuses, the
institutions feel the need to implement the appropriate precautionary strategies.
Through strategic planning, the necessity for sexual assault awareness on college
campuses can be efficiently addressed.

8. 7
References
1. Campus Sexual Violence Resource List. (2015, January 3). Retrieved April
13, 2015, from http://www.nsvrc.org/saam/campus-resource-list
2. Gray, E. (2015, April 6). Campus Sexual Assault. Retrieved April 13, 2015,
from http://time.com/topic/campus-sexual-assault/
3. Lombardi, K. (2010, February 24). A lack of consequences for sexual assault.
Retrieved April 13, 2015, from
http://www.publicintegrity.org/2010/02/24/4360/lack-consequences
sexual-assault
4. Sexual Assault. (2015, April 2). Retrieved April 13, 2015, from
http://www.justice.gov/ovw/sexual-assault
5. Mangan, K. (2015, January 8). Seeking to Strengthen Sex-Assault Policies,
Colleges Draw Fire From All Sides. Retrieved April 13, 2015, from
http://chronicle.com/article/Seeking-to-
Strengthen/151083/?cid=at&utm_source=at&utm_medium=en

9. 8
Focus Group Report
Introduction
Often focus groups are held in order to discover key reactions from the
public. Focus groups allow moderators, or group coordinators, to capture important
reactions of the public that may assist with understanding perspectives. Also, focus
groups allow for open-ended questions to be discussed. This helps with gaining
detailed answers from participants. On February 15th
of 2015 a seven participant
focus group was held to determine the level of awareness GVSU students had of
the current SART campaign, and learn their towards the sexual violence on
campus. The focus group was conducted at 6:15 p.m. in the Mary Idema Pew
Library on GVSU’s Allendale campus.
Participants
The participants were comprised of four girls and three boys. As the focus
group began, the moderator, Lori Conerly, explained that the environment is a “no
judgment zone” and there are no right or wrong answers. The participants were
also told that everything is confidential and no names will be used in the
concluding report. An ice breaker was used to get conversation started and students
stated their names, major, and academic year. The group consisted of one

10. 9
freshman, two sophomores, three juniors, and one senior. The participants were
composed of a mixed group of African Americans, Whites, and one Hispanic.
Methods & Procedures
None of the focus group participants had heard of the SART Sexual Assault
Campaign, though one participant mentioned that she may have seen a poster on
the way to class but paid no attention to it. As the campaign was described,
participants believed that it was geared more towards women. The male
participants showed concern with the common lack of attention shown towards
male sexual assault. All of the participants believed that posters on campus would
help create awareness of sexual assault and also encourage victims to share their
stories. The participants did not believe that the SART campaign has accomplished
efficient placement of campaign posters. One participant considered hanging a
banner in Kirkhof Center. Because the posters are not being seen, the participants
generally felt the posters have not been serving to be fully purposeful. All of the
participants confirmed that they actively visit GVSU’s webpage daily. Most
participants use it to access Black Board, My Banner, or email. Two of the
participants said they use it to check out events, one in relation to attending class
required events and the other for personal enjoyment. The participants agreed that
if a personal interest event is posted they pay more attention opposed to one that
has nothing to do with them. Most of the participants agreed that it would be a

11. 10
good idea for SART to advertise on GVSU’s homepage. One participant suggested
that it would create a welcoming community for victims. On the contrary, another
participant argued that it might be to forward and aggressive to promote the
campaign on the homepage because of the sensitive nature of sexual assault. One
participant said that she would follow SART if there was a twitter or Facebook
page, the others said they would not follow but may occasionally check the page
for updates or “retweet” relevant posts.
After explaining consent in relation to sexual assault, the females proved to
be more educated about consent opposed to the males. The participants believed
that students could have an active role in eliminating sexual assault cases on
campus. They suggested that students like to hear the stories of other students, the
peer relationship creates a comfortable atmosphere. The female participants
mentioned the Women’s Center as an outreach for sexual assault victims, but the
male participants said that they did not have a go-to place. Two male participants
agreed that they think most males would not come forward about sexual assault
because it diminishes manhood, while the other male participant said he may talk
to a friend first. The participants expressed that they weren’t impressed by GVPD’s
role in eliminating sexual assault cases. One participant described how she felt they
only send emails, and that’s about it. The participants agreed that they would want
to be more informed about the services GVPD offers to students, like late-night

12. 11
safety ride home. One participant expressed how she didn’t want GVPD swarming
around campus, but she would like to feel like she could depend on them a bit
more. The participants were surprised that an entire campaign was running and
they were unaware of it. They believe the university should put more effort into
building awareness of such a sensitive topic.
Discussion
Because of the broad scope allowed throughout the survey process, valuable
data was collected that assisted with overall campaign planning. Within a focus
group of seven people, there include four females and three males. All academic
years were represented by the participants (freshmen, sophomore, junior, senior).
Key ideas and perceptions were collected during the focus group.
None of the participants had heard of the SART Campaign. This proves that
awareness should be a prominent focus point of the new campaign moving
forward. Also, majority of the participants believed that sexual assault themed
campaigns or actions are more so aimed at women. This motivates campaign
action that is targeted towards male and females. The separation of genders during
strategic planning will allow for both populations to be accounted for.
Focus group participants also suggested creating a welcoming victim
community on the GVSU campus. This will stimulate more advocacy and

13. 12
precautionary actions. By using various communication tactics, the message will
easily spread and create acknowledgement of the issue. Also, the focus group
revealed that the definition of consent was not clear to everyone. This proves that
all messages promoted throughout the campaign should be as clear, concise, and
easy to understand as possible.
Report

14. 13
Moderator’s Guide
 Introduction
o Explain purpose of the focus group
 To determine the level of awareness, and learn the attitudes of
GVSU students towards the SART campaign against sexual
violence on campus.
o Approach:
 Explain that the environment is a “no judgment zone”. There
are no right or wrong answers. Everything is confidential and
no names will be used in the concluding report.
o Logistics:
 Ask permission of the group to be videotaped. Compliance
forms are handed out and signed.
o Introduction of moderator:
 Explain that there will be one moderators; moderator will
introduce self to familiarize the audience,
 Each respondent will state their name, academic year, and
major.

15. 14
 Context
o Habits
 How often do you visit GVSU’s webpage? (in a day, in a week,
at school/home)?
 (PROBE): What are you visiting the GVSU page for?
 (PROBE): Specifics: blackboard access, my banner access,
library page, events page, etc.
Word Association-
 What word comes to mind when you think of:
o Sexual assault on campus
o Particular campaign component (example is shown to participants)
o GVSU safety
 (PROBE): Inform respondents that word choices are not
limited. Colors, sounds, textures, and phrases may be
used.
 Reactions
o Emotional:

16. 15
 Who does it seem that the campaign is aimed at?
 (PROBE): By looking at the campaign, who is the
apparent audience? Who does it seem to appeal to?
 What do you like about the campaign as a whole? Dislike?
 (PROBE): Respondents should evaluate the pros and
cons of the campaign. What makes it work? What could
be improved?
o Regarding the message:
 What do you think the main purpose of the campaign is?
 What about the campaign, as a whole, implied that idea?
 (PROBE): Respondents should evaluate their
definitions of the purpose of the campaign.
 Is the message believable?
 Is the message purposeful and relevant to you?
o Motivation:
 After becoming aware of the campaign, what will you do now?

17. 16
 Or what about the campaign, if anything, should be changed to
make you do what is suggested?
 (PROBE): Has the campaign had an impact on your
actions and habits.
 Summary & Consensus
o Record all of participant’s final remarks.
o Closing remarks & thanking of participants for participation.

18. 17
Survey Research Report
Introduction
Surveys are often used to gather and analyze larger groups of data. In order
to gain a broad perspective of the Grand Valley State University student
population, a survey has been developed. The survey questions focus on the
refined concepts and ideas brought up during an earlier focus group (see
Appendix). During the week of March 9th
, 2015 the survey was sent to over eight
classes, of all different study areas. This allowed for diverse viewpoints to be
collected, examined, and used towards the development of campaign tactics.
Participants
With the service Survey Monkey, an online survey was conducted in order
to gain perspective of students’ awareness of the GVSU sexual assault campaign.
The survey was emailed to several classes, totaling to 147 students; 24 students
responded to and participated in the survey. Most respondents were female and
between the ages of 18-21. Standing class was evenly distributed between
sophomores, juniors, and seniors. No freshman participated in the survey. This
may be because the classes chosen for this survey were of the researcher, who is a
junior, and the researcher’s peers.

19. 18
Procedure
The survey was sent with a survey invitation which explained the reason
behind the survey, to determine campaign awareness and effectiveness. The
invitation also explained that answers are completely confidential and will only be
used for the purpose of the research problem, and participation is voluntary.
Surveys were sent by email on March 12, 2015 with a deadline to participate of
March 15, 2015.
This survey was comprised of ten questions, three of which were unrelated
to the problem but instead asked for demographic information, such as age, gender
and class standing. Other questions were similar to focus group questions;
including one open-ended question and one multiple choose that asked for further
explanation following the response. There was one scaling question which asked
participants to rate GVSU’s current response and management of sexual assault
incidents on campus; similarly, there was a scaling question requiring participants
to rate the effectiveness of GVSU’s current sexual assault campaign from most
effective to least effective. One problem found after conduction of the survey was
that the question which asks for participant’s gender could be found offensive as
the viable responses did not represent the whole of the student body; furthermore, a
“prefer not to respond” option was not provided, but may be considered in the
future.

20. 19
Analysis
Using the Survey Monkey platform, the survey results were analyzed using
question summaries, data trends, and individual responses. Based on the data
collected, slightly over half of the participating public were aware of GVSU’s
current sexual assault campaign. Though this may seem exceptional, this leaves
nearly half of the survey respondents who have no idea of the campaign.
Awareness is a key factor in gaining public interest, and without it difficulties may
arise when trying to move forward.
When rating the campaign’s effectiveness in raising campus awareness of
sexual assault, the respondents were either completely unaware or thought that the
campaign was not very operative. Most respondents determined that sexual assault
campaigns are geared more towards women opposed to men.
Placement is a key factor when trying to spread the ideas of an organization
and change overall attitudes. In order for the campaign to enhance its success, it
must reach the right audience, while also gaining and maintaining that audience’s
interest. GVSU’s webpage is one of the central locations used to access an
organization’s general information, event updates, and any other university
affiliations. When asked how often the GVSU webpage was visited for event

21. 20
updates, more respondents answered that they habitually visit the webpage when
compared to those who did not.
During the focus group, many of the participants had varied and unclear
understandings of what consent is. Survey respondents were asked to give their
definitions of consent, and many answers included the words “yes” and
“agreement.” This allowed for the collection of a broader idea of what GVSU
respondents believe to be considered consent, and apply this to the process of
educating the university community. When asked how well GVSU responded to
sexual assault incidents on campus on a scale of one through ten, most answers fell
between the ranges of five through seven. Many students do not believe that
GVSU is implementing enough actions towards preventing sexual assault. 91.3%
of the respondents analyzed agreed that GVSU should implement more measures
focused on the overall protection and safety of students.
Based upon the tabulated results, it has been determined that the awareness
of the campaign needs to be greatly broadened. Also, overall attitude towards the
campaign should be enhanced, especially in regards to the male perspective.
Results showing that most respondents believe sexual assault campaigns are geared
towards women prove that attention should be focused towards the male
population in order to gain support. More action-revolved tactics should be put into
place in order to show the GVSU community what the team is doing in order to

22. 21
improve the university’s safety climate. The data collected allows for a general
understanding of the GVSU student community’s understanding of sexual assault
and their opinions towards the university’s attempts to decrease incidents and raise
awareness.

23. 22
Survey Instrument
Are you aware of the sexual assault campaign being ran on GVSU’s campus?
a. Yes
b. No
If yes, how effective would you say the campaign has been in building
awareness of sexual assault on campus?
a. Very effective
b. Somewhat effective
c. Not effective
d. Have not heard of the campaign
Who do you think sexual assault campaigns are targeted at?
a. Men
b. Women
c. Both
How often do you visit GVSU’s homepage for event updates?
a. Very Frequently
b. Sometimes
c. Rarely
d. Never
Describe your definition of consent.
*Open ended question. Answers will vary.
How would you rank the university’s response to sexual assault on campus, on
a scale from 1-10 (10 being the best, and 1 being the worst).
a. 1
b. 2
c. 3
d. 4
e. 5
f. 6
g. 7
h. 8
i. 9

24. 23
j. 10
Do you think the university should implement additional measures to protect
students? Please describe.
*Open ended question. Answers will vary.
What age group do you fit into?
a. 18-21
b. 21-28
c. 29+
What is your gender?
a. Male
b. Female
c. Transgender
d. Prefer not to say
What academic year are you?
a. Freshman
b. Sophomore
c. Junior
d. Senior

25. 24
Action Plan
Situation analysis
The occurrence of sexual assault incidents on college campuses have
dramatically increased over the last decade, and universities are opting to take
more actions towards prevention. Grand Valley State University, in particular, has
developed a Sexual Assault Research Team (S.A.R.T) to combat sexual violence
and increase awareness. In order to gain student perspectives of the current
S.A.R.T campaign, research in the form of a survey and focus group has been
conducted. For success to be determined, the campaign should promote the
advocacy of student safety on the GVSU campus.
Stakeholders such as incoming freshman, transfer students, and parents are
amongst the focal publics of the campaign. This is because these are the people
who will show most concern with the atmosphere of the campus. During the focus
group, students expressed that it is important for them to feel safe on their campus.
Also, parents tend to have a large impact on their child’s decision to attend a
university. It is important for parents to feel comfortable leaving their child
unsupervised.
Research has determined that awareness of the campaign is large factor.
Many of the students had either never heard of the campaign, or did not believe it

26. 25
to be successful in raising awareness of sexual assault as an issue. More effort
should be allocated towards informing the public of the issue and how it will be
solved. Also, it is important that people understand that women are not the only
targets of sexual assault. When asked, most students replied that sexual assault
campaigns were more geared towards women. Men expressed that they were not as
comfortable being titled as a sexual assault victim. GVSU has the opportunity to
change this by creating a more welcoming campus community that promotes the
development of judgement-free relationships.
Though students have proven to have a generic understanding of sexual
assault, there is an obvious need for more outreach opportunities.

27. 26
Objectives
Action: A 75 person increase of the number of GVSU stakeholders (students and
parents) who become newsletter subscribers by December 2015.
Strategy: Appeal to students’ personal interests to encourage advocacy
Tactic: A monthly newsletter that outlines upcoming events, gives safety
tips, and occasionally highlights impactful students will be sent out.
Strategy: Ensure parents of GVSU’s safe community
Tactic: A bi-monthly newsletter will be sent to parents with updates of
GVSU’s safety practices and also highlight impactful events that promote campus
safety.
Attitude: Improve uncomfortable association of sexual assault conversation
amongst GVSU students by 65% by February 2016.
Strategy: Appeal to students’ needs to fulfill classroom requirements
Tactic: Create events with keynote speakers that are approved for classroom
event participation credit, (e.g. LIB 200 approved events). This will influence
student attendance.
Tactic: Events should be posted on GVSU’s homepage under events column.
Most students frequently visit the homepage to access university tools. The event
should be easily found by students.
Awareness: Increase GVSU student awareness of the S.A.R.T campaign by 75%
by February 2016.
Strategy: Use visual tactics to highlight concerns within sexual assault cases
Tactic: Cut-out figurines planted in the grass all over the campus with
campaign phrases and anonymous quotes from victims attached. The figurines will
be in the form of both male and female, and also in assorted rainbow color. This
will reinstate the idea that sexual assault can happen to anyone of all different
shapes, sizes, colors, and genders! The male figurines will have facts about sexual
assault within the male community, and quotes from male victims. The female
figurines will have facts about sexual assault within the female community, and
quotes from female victims.
Tactic: Banners hanging down from Kirkhof Center ceilings (banner
showcase area) with campaign visuals and phrases, along with contact information
of S.A.R.T. The banner should have sufficient information obtainable for
individuals to be able to seek help or counsel, if wanted.
Strategy: The medium is the message! Increase campaign engagement by
stimulating two-way conversation

28. 27
Tactic: Create a social media presence using Facebook and Twitter. The
accounts should actively post sexual assault statistics, as well as tips on how to
make the campus a safer place. The accounts should also post event updates, and
occasionally announce raffle opportunities to win a free t-shirt with campaign
phrases and/or logo.
Tactic: The giveaway of free campaign themed t-shirts during various social
media contests.

29. 28
Calendar
Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May
Student
Newsletter
Parent
Newsletter
Event
Planted
Figurines
Kirkhof
Banner
Social
Media
Evaluation
Plan for
following
year

30. 29
Budget
Tactic Description Cost
Newsletter to
students
Used to inform students of
upcoming events, safety
techniques, & highlight
achievement.
*Newsletters will be created &
developed by in-house staff. SART
team has access to GVSU printing
facilities.
*Emailed newsletters are free; some
students may sign-up for paper
copies.
Estimation of 400 postage stamps
(considering 40 students enroll in
paper newspapers during a 10-month
time span)= $200.00 ($10/20-pack
stamp book)
Newsletter to parents Used to increase parents’
awareness of campus
activities, & ensure the safety
of their children.
*Newsletters will be created &
developed by in-house staff. SART
team has access to GVSU printing
facilities.
*Emailed newsletters are free; some
parents may sign-up for paper copies.
Estimation of 750 postage stamps
(considering 150 parents enroll in
paper newspapers during a 10-month
bi-monthly time span)= $375.00
($10/20-pack stamp book)
Events approved for
class credit
Events will include keynote
speakers that combat core
sexual assault issues that
coincide with course
curriculums in order for
students to earn credit for
attendance.
*Most speakers will be survivors or
advocates who speaking invitations
with no monetary charge.
*Some more established speakers
may charge a fee.
3 key speakers booked thoughout
year with charges of no more than
$1,500.00 per appearance
$1,500x3= $4,500
Events posted on
GVSU webpage
Events will be made easily
accessible and visible for
students.
*No associated cost. Request must be
put in within a timely manner.

31. 30
Planted Figurines Messages are delivered to
students using unique props to
gain attention.
*Cardboardcutouts.com pricing
$42.95/silhouette
50 silhouettes planted around
campus.
$42.95x50= $2,147.50
Kirkhof Banner Banner with core campaign
messages.
*Kirkhof Size (42"x72")
Photo Gloss Paper=
$66.00
Social Accounts Using social media medium to
engage students.
*No associated cost. Monitored by
in-house staff.
Total: $7,288.50

32. 31
Evaluation (Measurement)
Throughout the campaign, there will be bi-monthly surveys sent to students
to gain a perspective of campaign awareness. This will allow for easy
determination of the increase of awareness over the 10-month time span. Surveys
will be sent by email using Surveymonkey.com. Throughout the evaluation period
there will be two focus groups held. One will be at the mid-point of the campaign,
and the other will be at the end of the campaign. This will help to obtain open-
ended responses from students and help learn the students’ attitudes towards the
campaign. At the end of the campaign, all objectives will be compared to actual
turn-outs.

33. 32
Communication
 News Release
NEWS RELEASE
For Immediate Release
Contact:
Lori Conerly
Media Relations Specialist
1 Campus Drive Allendale, MI 49401
313-680-6997
conerlyl@mail.gvsu.edu
GVSU BEGINS IMPLEMENTATION OF SEXUAL ASSAULT PREVENTION:
Promoting advocacy and awareness
Allendale, MI - GVSU combats campus violence with the creation of the Campus Violence Prevention Team. The
team has initiated several projects that support campus response to gender-based violence. They also hope to
improve the campus environment by increasing safety awareness and victim advocacy.
For a multidisciplinary approach for gender-based violence, the team works with various university stakeholders:
students, faculty, staff, Ottawa County Sheriff’s Office, Lakeshore Alliance Against Domestic and Sexual Violence,
YWCA West Central Michigan, Center for Women in Transition, and Kent County Domestic Violence Community
Coordinated Response Team.
Following Title IX, the Campus Violence Prevention team has a mission to ensure a response to violence against
women and individuals on campus that is timely, appropriate, sensitive and respectful to victims needs and that
holds offenders accountable. Students are encouraged to get involved by practicing intervention strategies and
student advocacy.
The team plans to implement educational programming and gain student perspective of anti-violence efforts. By
assessing and reviewing campus policies and protocols, the team plans to improve response to campus violence.
###
Explanation: This tactic will be used to give a general announcement of the campaign’s launch
and purpose.

34. 33
 Kirkhof banner
Explanation: This banner will assist in raising awareness of the focal issue and the
campaign. It will hold a permanent position in the Kirkhof lobby in order to increase
awareness of available resources.

35. 34
 Campaign Cut-Outs
Explanation: These will be cut-outs planted all over the campus that represent various statistics,
facts, and viewpoints from both males and females. This will help spread information
representing both gender and change any false perceptions about sexual assault.

36. 35
 Giveaway T-shirts
Explanation: These t-shirts will be given away for free during contests hosted on social
media accounts.

37. 36
 Social Media

38. 37
Explanation: Using various social media outlets, specifically Twitter, an open pathway for
communication will be created between the client and the client’s public. This will allow for
two-way communication and conversation.

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Evaluation
Measuring the success of this campaign will be essential in order to move
forward with future endeavors. For measurement purposes, the Women’s
Center will develop a detailed survey that highlights concerns brought up
during research as well as new implementations that have put into effect to
improve the overall attitude towards the topic of sexual assault. The survey will
be distributed via email in order to reach the larger population. The survey will
be given out two times during the campaign’s running period, at the start of the
campaign as well as at the end. It will allow the client to develop an
understanding of the public’s past perception of GVSU’s response to sexual
assault as well as their new perceptions.
Objectives:
Action: A 75 person increase of the number of GVSU stakeholders (students
and parents) who become newsletter subscribers by December 2015.
Measurement- Account for and determine the number of newsletter subscribers
at the start of campaign (if newsletters are already put into play), measure the
number of newsletter subscribers at the end of the campaign and compare
numbers.

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Attitude: Improve uncomfortable association of sexual assault conversation
amongst GVSU students by 65% by February 2016.
Measurement- Monitor conversations within the GVSU community through
social media outlets by searching the designated hashtag. Determine the
increase in positive, purposeful conversation. Also, send out a survey with
questions solely attitude focused.
Awareness: Increase GVSU student awareness of the S.A.R.T campaign by
75% by February 2016.
Measurement- Conduct a focus group at the end of the campaign and compare
results to focus group conducted prior to campaign’s start.
If all objectives are not met as the campaign comes to an end, an extension will
be applied to the campaign running time and proper adjustments will be made
to objectives.