Summer 2001, Vol. 9, No.
2
Evaluation of Attitudes Toward Child Sexual Abuse Aids Stop It
Now! Campaign
Philadelphia residents are very aware of child sexual abuse, but
many do not know what to do when faced with a potential abuse
situation.
For nearly 10 years, STOP IT NOW! has been testing whether a public
health approach will work to prevent child sexual abuse in the United
States. Our pilot program in Vermont has demonstrated that prevention
is possible. We have regularly evaluated that program to see what is
working and what is not. Now, under contract with the U.S. Centers for
Disease Control and Prevention, ORC/Macro International, Inc. is
conducting an extensive evaluation of STOP IT NOW! PHILADELPHIA, our
newly-launched program sponsored by the Joseph J. Peters Institute.
The evaluation includes a random digit dial survey of residents’
awareness and attitudes toward child sexual abuse; a survey of key
stakeholders and front line workers working in this field; and an
analysis of the media’s attention to this issue. ORC/Macro’s
initial evaluation focuses on the random digit dial survey of
Philadelphia residents. The report’s findings conclude:
Philadelphia residents were dramatically more likely to view child
sexual abuse as a problem than a comparison national sample.
Eighty-six percent of Philadelphia respondents indicated that they
considered child sexual abuse a problem while only 49 percent of
national respondents felt it was a problem. When asked to explain
child sexual abuse 61 percent of Philadelphia respondents could give
an accurate definition. Answers such as "having sex with a
child," "any sexual thing with a child" and "child
pornography, playing with a child’s private areas, penetration"
were all considered accurate definitions for the survey. Answers that
did not distinguish sexual abuse from other ways of harming child such
as "hurting a child" and "touching a child in a way
that makes him or her uncomfortable" could describe any kind of
physical abuse and were not considered specific enough to describe
child sexual abuse. In contrast, only 34 percent of the national
sample could accurately define child sexual abuse. Since we ask our
children to explain what is happening to them if they are sexually
abused, it is important for adults to be able to speak about and
explain child sexual abuse to other adults and to children. This
ability is one more step in breaking the silence around sexual abuse.
While awareness of child sexual abuse and an accurate understanding
of it seem significantly higher in Philadelphia, knowledge of what to
do when faced with sexual abuse is significantly lower than the
national sample. Twenty-eight percent of Philadelphia residents said
that they would not know what to do if they suspected someone
they knew might be sexually abusing a child. In the national sample
only 7 percent of respondents could not name any meaningful action if
they suspected child sexual abuse. Other responses in Philadelphia
included: 29 percent would talk to the people involved and ask them
about it, 11 percent would call child protective services, 20 percent
would call the police, and the other 12 percent would either do
nothing, refer to an agency or counselor or talk to other family
members.
A successful social marketing strategy requires a clear
understanding of both the general public and the target audiences we
hope to reach through a media campaign. By analyzing the public’s
attitudes and knowledge toward child sexual abuse and toward people
who sexually abuse, the ORC/Macro report offers valuable information
that has not been available through other sources. Additional data
will be collected in the future, allowing us to assess the impact of
STOP IT NOW! PHILADELPHIA over time, and helping us to develop and
refine an effective social marketing campaign.
If you want further information about this report, please contact
Joan Tabachnick at jtab@stopitnow.org
|
