Cultivating Communities for Change: Community Readiness is a Necessary Platform for Child Sexual Abuse Prevention

• In Event: Panel Overview to Describe CDC-Supported Research Studies that Rigorously Evaluate Approaches to Prevent Child Sexual Abuse (CSA)

Abstract

Research purpose: This study evaluates the effectiveness of the Public Will Campaign (PWC) – a community-level social norms marketing and community activation intervention – in improving attitudes, social norms, and behaviors relative to child sexual abuse (CSA); and to reduce CSA perpetration over time.

Design: This community-engaged, mixed methods study is guided by three aims: 1) build community; 2) explore community voice; and 3) spark community action. Study outcomes are assessed via a cluster randomized controlled trial in six northern Michigan counties, open space technology, user experience data from PWC multimedia platforms, and county- and state-level administrative data from child welfare and criminal justice systems.

Findings: Communities demonstrated varying levels of awareness and buy-in regarding CSA prevention, while organizations serving children and families described a competition for resources. Formal systems maintained distinct data infrastructures with limited coordination, precluding assessment of county-level CSA prevalence. Prior to intervention implementation, investigators prioritized building authentic relationships to accelerate community readiness; spent extensive time in community; subscribed to local newspapers to track community discourse; joined the local prevention council; and conducted actor mapping with stakeholders.

Conclusion: Community readiness is paramount to authentic community-engaged work and will ultimately strengthen the field’s ability to prevent CSA.

Authors

• Heather L. McCauley, Michigan State University

• Rouan M. Salim, Michigan State University / University of Michigan

• Adam Brown, Hunter College, CUNY

• Kai Cortina, University of Michigan

• Joanne Smith-Darden, Michigan State University