The Backbone Zone: Developing a successful marketing campaign

PreventConnect’s Chad Sniffen interviews the Maine Coalition Against Sexual Assault‘s (MECASA) Destie Hohman Sprague and Cara Courchesne about the Backbone Zone, MECASA’s innovative marketing campaign to give students, “…tools to confront gender-bullying, sexual harassment, and sexist and homophobic language when they see and hear it.” They discuss the origin of the campaign, the steps that were taken to develop it, and lessons learned from the campaign development process.