Research to Inform Hull's Social Marketing Initiative on Domestic
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12954 A4 book cover 23/3/09 16:11 Page 1 Men’s Talk: Research to inform Hull’s social marketing initiative on domestic violence Nicky Stanley, Ben Fell, Pam Miller, Gill Thomson and John Watson 12954 A4 book cover 23/3/09 16:11 Page 2 March 2009 Published by: School of Social Work University of Central Lancashire Preston PR1 2HE ISBN: 978-0-9555145-2-4 Acknowledgements This research was commissioned and funded by NHS Hull and the researchers would like to acknowledge the support and assistance of Louise Robinson and Simon Hunter at the Primary Care Trust as well as that of members of the Project Steering Group for the Domestic Violence and Social Marketing project. Other individuals and agencies facilitating the research included: Karen Atkinson, Community Nursery Nurse; Paul Henderson and the Goodwin Centre; Humberside Probation Service staff; Dave Littlewood; Jane Mclocklan and staff and students at FASU, University of Hull; Rukshana Shah at Humber All Nations Alliance (HANA); Anne Taylor; staff at the Alcohol and Drug Service and staff at Compass Drug Services. Susan Hilton provided administrative support and proof-reading. We are also grateful to all those who participated in the focus groups and individual interviews. 1 Contents Page Chapter No Acknowledgements 1 Contents 2 Foreword 5 1. Introduction 6 1.1 Background to the Research 6 1.2 About this Report 7 2. Literature Review – Men’s Attitudes Towards Domestic 8 Violence and Help Seeking Behaviours 2.1 Introduction to the Literature Review 8 2.2 Men’s and Male Perpetrators’ Attitudes and Perceptions of Domestic Violence 8 2.2.1 Key Theories of Domestic Violence 8 2.2.2 Gendered Constructions of Violence 9 2.2.3 Violence as Masculinity 10 2.2.4 Justification, Minimisation and Blame 11 2.2.5 Impact of Violence on Victims 12 2.2.6 Cultural and Social Influences on Violence 13 2.2.7 Demographic and Psychological Variables 14 2.2.8 Conclusions to Review of Men’s Attitudes and Perceptions of Domestic Violence 15 2.3 Men’s Help Seeking Behaviour 16 2.3.1 Gender Differences in Use of Health Care 16 2.3.2 Explaining Gender Differences in Help Seeking Behaviour 17 2.3.3 Masculinity as a Barrier to Help Seeking 18 2.3.4 Developments in Men’s Health Care 21 2.3.5 Conclusions to Review of Men’s Help Seeking Behaviour 24 2.4 Summary Points from Chapter 2 24 3. Prevention of Domestic Violence and Social Marketing Campaigns 26 3.1 Introduction 26 3.2 Preventive Interventions in Domestic Violence 27 3.2.1 Levels of Prevention 27 3.2.2 Early Intervention 27 3.2.3 Difficulties in Interpretation and Issues of Good Practice in Preventive Programmes 30 3.2.4 Public Education/Media Campaigns 31 3.2.5 Key Findings from Public Education Campaigns 34 3.2.6 Taking a Consolidated Approach 34 3.2.7 Conclusion to Review of Preventive Interventions in Domestic Violence 36 3.3 Social Marketing Initiatives 36 3.3.1 Introduction to Social Marketing 36 3.3.2 Background to Social Marketing 36 3.3.3 UK Developments in Social Marketing 37 3.3.4 Key Features of a Social Marketing Intervention 38 3.3.5 Evaluations of Social Marketing Campaigns 46 3.3.6 Conclusion to Review of Social Marketing 47 3.4 Summary Points from Chapter 3 49 2 4. Stakeholders’ Perspectives 50 4.1 The Stakeholders 50 4.2 The Role of the Local Culture 50 4.3 Stakeholder’s Perceptions of the Social Marketing Campaign 51 4.4 Developing Messages for Men 52 4.5 Motivating Messages 53 4.5.1 A Focus on Children 53 4.5.2 A Focus on Partners 54 4.5.3 Legal Consequences 54 4.5.4 Violence as Socially Unacceptable 55 4.6 Targeting Specific Groups 55 4.7 Location and Methods for the Campaign 55 4.8 Summary of Stakeholders’ Perspectives 56 4.8.1 Stakeholders’ Perspectives: Summary Points 57 5. Focus Group Findings: The Participants, their Understandings of Domestic Violence and Motivating 58 Messages 5.1 The Focus Groups and their Members 58 5.1.1 Focus Group and their Members 58 5.1.2 Focus Group Participants’ Experience of Domestic Violence 59 5.1.3 Key Characteristics of the Focus Groups 60 5.2 Definitions and Understandings of Domestic Violence 62 5.2.1 Defining Domestic Violence 62 5.2.2 Who Perpetrates Domestic Violence? 63 5.2.3 The Language of Domestic Violence 64 5.2.4 The Silence Surrounding Domestic Violence 64 5.2.5 Experiences of Domestic Violence 65 5.2.6 Understandings of Men’s Violence 67 5.3 Men’s Attitudes to Help Seeking 69 5.3.1 Stigma, Shame and Embarrassment 70 5.3.2 Men’s Inexpressiveness 70 5.3.3 Acknowledging and Owning the Problem of Domestic Violence 71 5.4 Motivating Change 72 5.4.1 Effective Messages 72 5.4.2 Worried about Effects on his Children 74 5.4.3 Worried about Losing his Wife/Girlfriend 76 5.4.4 Knowing Help is Available 77 5.4.5 Trouble with the Law 77 5.4.6 Wanting to Improve Relationship with Wife/Girlfriend 78 5.4.7 Trying to do Things Differently from when he was Growing Up 79 5.4.8 Worried about what Others Might Say 80 5.4.9 Wanting to be a Better Person 81 5.5 Summary Points from Chapter 5 82 6. Focus Group Findings: Sources of Help for Abusive Men, 84 Messages and Media for the Campaign 6.1 Sources of Support 84 6.1.1 Accessibility of Services 84 6.1.2 Rating Sources of Support 85 6.1.3 Telephone Helpline 85 6.1.3.1 Using a Telephone Helpline 88 6.1.3.2 Helpline Availability 88 6.1.3.3 Staffing the Helpline 89 3 6.1.4 General Practitioners as a Source of Support 90 6.1.5 Friends as a Source of Support 92 6.1.6 Support from Family Members 93 6.1.7 Support from People at Work 93 6.1.8 Support from the Police 94 6.1.9 Religious Leaders or Religious Belief as a Source of Support 95 6.1.10 Counselling and Therapeutic Services 96 6.1.11 The Internet as a Source of Support 97 6.1.12 Use of Other Statutory Services 97 6.2 Messages for the Advertising Campaign 97 6.2.1 Conflicting Messages 97 6.2.2 Targeting Specific Groups 98 6.2.3 Campaign Themes, Images and Slogans 99 6.3 Campaign Methods and Locations 103 6.3.1 Posters 103 6.3.2 Local Radio 104 6.3.3 Internet 105 6.4 Summary Points from Chapter 6 105 7. Conclusions and Messages for the Social Marketing 107 Campaign 7.1 Complexity and Consistency 107 7.2 Key Messages for the Social Marketing Campaign 107 References 110 Appendix – Methodology 119 4 Foreword The research outlined in this document is an important contribution to both understanding male perpetrators of domestic violence, and developing interventions that successfully work with such men to change behaviour. Professor Nicky Stanley and her team have undertaken a complex and difficult research project seeking to understand the views of men in general, and perpetrators in particular, and how this can inform the content and marketing of a new service established in Hull in April 2009. We believe that the quality of the research methodology, the literature review and presentation of the findings together provide a powerful source for academics, policy makers and practitioners nationally and internationally. In Hull, the findings will be a vital component in improving the health, wellbeing and safety of the many women and children who are the victims of domestic violence each year. NHS Hull, the primary care trust for the city, has made a significant commitment to supporting victims of domestic violence but has also recognised the need to prevent that violence in the first place. Health services have worked with partners in Citysafe, Hull City Council, Humberside Police and the commercial and voluntary sectors (including Women’s Centres) to address this issue. Using the groundbreaking Western Australia Freedom From Fear campaign as a framework, a preventative service has been developed based on what Hull men have said about how such a service could work. It has also been crucial to understand what would motivate perpetrators to voluntarily seek help to address their violence – to ‘have the strength to change’ – and the insight from this research has directly informed the marketing strategy developed by BJL and Mark Francas from TNS Global. Global. We have also received invaluable support from Spencer Robinson, seconded to NHS Hull from the National Social Marketing Centre who has provided expertise and guidance relating to the social marketing aspect of the campaign. As we take this research forward into a prioritised action plan, we must pay tribute to the contribution and expertise of these companies and individuals. We would also want to acknowledge the vision and commitment of Christopher Long, the NHS Hull Chief Executive, whose own understanding of and reaction to the levels of domestic violence led directly to establishment of the service and this underpinning research. Tackling the perpetrators of domestic violence will always be complex and controversial but no less important because of that. The findings presented here provide a wealth of detail about attitudes, concerns and actions that could support men to change. As a first essential step, violent men need to recognise their own behaviour as abusive and take steps to stop it.