Case Study

Sexual Assault Prevention Campaign

United States Marine Corps // Digital Marketing and Public Relations

The Challenge

Create and implement an internal sexual assault prevention and response campaign

Senior military leadership was alarmed by the number of reported sexual assault incidents noted in a Department of Defense Report. The report also outlined the impact of bystanders and social norming within the ranks. In concert with defense-wide efforts to prevent sexual assault, encourage reporting, and follow through on consequences, Isom Global Strategies (IGS) was asked to create and implement internal communications for the United States Marine Corps (USMC) about sexual assault, a concern throughout senior leadership, and Congress.

The Solution

Pushing the envelope to affect change

Working alongside Marine Corps training personnel, and with a clear understanding of the sensitivity, IGS conducted random confidential surveys about social norms related to sexual assault incidents and prevention. IGS also conducted focus groups to confirm USMC challenges and perceptions, and to evaluate messaging and branding for internal communications. IGS used the new research data, secondary research, strategic planning, and message development to create and sustain USMC internal dialogue and training for understanding and prevention of sexual assault.

To foster behavioral change, we created more impactful and provocative messaging in order to reach Marines on a familiar level.

2X

as likely to intervene

The Results

A post-campaign survey showed marines were better able to recognize sexual assault, and were twice as likely to intervene in a potential or active assault, and report instances.

Sexual Assault Prevention Campaign

Create and implement an internal sexual assault prevention and response campaign

Pushing the envelope to affect change

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