Teenage boys stopping violence against women

A research project using co-design

This year long project formed the thesis for a Master of Commerce in Social Marketing. I started by developing an in-depth understanding of how boys feel about violence against women and the plethora of damaging influences bombarding them. The core of the project then used carefully facilitated co-design (informed by extant research) to uncover social marketing messages boys envisage might help prevent violence. It became clear that despite boys being a part of the problem –with huge negative and growing contemporary influences only making it worse, there are many who have the drive, ideas and smarts to affect positive change. It appears to be in fact a very exciting way we can make a difference.

Presentation slide from International Social Marketing Conference in Canberra 2025

Boys envisioned changing the norms around gendered violence by reframing what this violence actually is. Communicating about how low-level misogyny and damaging but acceptable gendered norms can lead to more explicit forms of violence against women was deemed a strong way to drive change.

This research was supported with a Victoria University Masters by Research Scholarship and was awarded an A+ (distinction). I was selected to present the research at the International Social Marketing Conference in Canberra in 2025. The study is currently in the process of being edited for publication in the Journal of Social Marketing. if you would be interested in an in-person presentation let me know!

And perhaps more importantly it has sparked a new social marketing-led primary prevention movement currently building. Working with prevention leaders from across Aotearoa I am building an overarching brand that pulls all the good mahi already happening together to help find ways of actually ending sexual and family violence. Within this movement the intention is to have always-on segmented social marketing campaigns including one targeting teenage boys. Ultimately building on the idea of reframing violence against women –with boys leading the charge. We are currently seeking support including funding so please get in touch if you would like to help in any way. Otherwise watch this space…