Citation

West JJ. Health. Mark. Q. 2013; 30(3): 195-205.

Affiliation

a Department of Management & Marketing, School of Business & Public Administration , California State University , Bakersfield , California.

Copyright

(Copyright © 2013, Informa - Taylor and Francis Group)

DOI

10.1080/07359683.2013.814482

PMID

23924219

Abstract

This study investigates unintended negative effects of health communication campaigns surrounding intimate-partner violence. Major health organizations have identified this issue as an urgent health problem for women, but the effects of these campaigns have rarely been tested with the target audience most affected by the issue. Using qualitative methodology, 10 focus groups were conducted with female survivors of intimate-partner violence. It was found that this group viewed the campaigns as emotionally harmful, inaccurate, and misleading. The results of this research suggest these campaigns may do more harm than good for the audience most severely affected by this issue.

Language: en