Evaluating Recruitment Advertisements for a Sexual Assault Education Workshop (Flip the ScriptTM program)
During the 2019-20 academic year, Dr. Charlene Senn, Dr. Nicole Jeffrey, and Ms. Emma Bailey conducted research with undergraduate women from the University of Windsor to identify the poster messages and images that undergraduate women find most interesting and motivating to register for the Flip the ScriptTM sexual assault resistance program (or others like it).
In the first study, we examined which poster advertisements (from a set of 13 pairs) university women found most compelling and would increase their hypothetical interest in participating in the program, along with some additional recruitment-related information. Based on these results, we were able to identify the top 8 posters. In the second study, we examined which of the remaining 8 posters were most positively viewed in terms of intention to register or desire to get more information (not just hypothetical interest), along with some additional recruitment-related information.
In general, the research demonstrated that there was high interest in and perceived relevance of this type of programming for university women. Certain design and message characteristics and supplementary information led to even higher registration intent. Our main findings are summarized below:
1. After viewing any one of 13 advertisement messages in Study 1:
- 47%–70% of participants were either very or somewhat interested in attending Flip the ScriptTM (depending on message).
- 39%–61% of participants found the messages to be very or somewhat personally relevant (depending on message).
2. After learning more information about Flip the ScriptTM in Study 1:
- 85% of participants were either very or somewhat interested in attending Flip the ScriptTM.
- 66% of participants thought Flip the ScriptTM seemed very or somewhat personally relevant.
3. After viewing any one of 8 randomly assigned posters in Study 2:
- 56% of participants wanted to sign up for (14%) or learn more about (41%) Flip the ScriptTM.
4. After learning more information about Flip the ScriptTM in Study 2:
- 53% of participants wanted to sign up for Flip the ScriptTM (more than 60% of whom reported that the poster message or visual design impacted their decision).
- 11% of those who wanted to sign up clicked the external link to go to the Flip the ScriptTM webpage (an indication of wanting to sign up immediately or learn more).
5. Participants were generally more interested in attending Flip the ScriptTM when they learned that: it is offered on their campus, it is free of charge, it teaches participants how to resist sexual assault, and refreshments and a certificate of completion are provided.
TM Trademark of the SARE Centre