Titled the "MyStrength
Campaign," the program is the largest of its
kind in the United States and involves 66
rape crisis centers throughout California.
Uniquely, the MyStrength campaign centers
around the theme, "My Strength is Not for
Hurting," emphasizing healthy relationships
and empowering young men to maintain their
strength and masculinity without using
coercion, intimidation, force or violence.
The statewide campaign will
utilize a variety of elements to reach young
men with its themes and messages including a
high-impact advertising campaign using
radio, print, outdoor/transit and online
resources in English and Spanish; the launch
of two interactive Web sites in English and
Spanish --
MyStrength.org
and
MiFuerza.org
-- developed to provide young people a forum
to be educated, speak out against, and seek
help regarding sexual violence; and
extensive social marketing training,
education and materials for California's
rape crisis centers.
As a part of CALCASA's statewide effort, the
campaign takes the unique approach of
targeting young men aged 14-18 and engaging
them as part of a solution to prevent
first-time perpetration. The statewide
campaign involves a variety of media and
educational efforts, and Carmen Meza Center
(formerly known as
West
Fresno Crisis Center) was selected as
one of six rape crisis centers in the state
to receive a special grant to implement a
local-level sexual violence prevention
initiative.
