Development of a Marketing Campaign to RecruitNon-adjudicated and Untreated Abusive Menfor a Brief Telephone Intervention

摘要

Although voluntary enrollment by abusive men indomestic violence perpetrator treatment programs occurs,most men enter treatment only after they have injured apartner or family member and have been arrested, convictedand sentenced. This leaves a serious gap for those whoengage in abusive behavior but who have not been served bythe legal or social service systems. To address this gap, theresearchers applied social marketing principles to recruitabusive men to a telephone-delivered pre-treatment interven-tion (the Men's Domestic Abuse Check-Up—MDACU),designed to motivate non-adjudicated and untreated abusivemen who are concurrently using alcohol and drugs to entertreatment voluntarily. This article discusses recruitmentefforts in reaching perpetrators of intimate partner violence,an underserved population. Informed by McGuire's commu-nication and persuasion matrix, the researchers describe threephases of the MDACU's marketing campaign: (1) planning,(2) early implementation, and (3) revision of marketing strategies based on initial results. The researchers' "lessonslearned" conclude the paper.