SAAVI Focus Group

Utah State University’s Sexual Assault and Anti Violence Information (SAAVI) office hired TrueBlue Communication to do research on visibility around campus and subsequently make suggestions on how to improve, ultimately allowing more students to feel comfortable coming forward and talking to the counselors at the office. As the account manager, I organized two focus groups (one for men and another for women) and was the main point-of-contact between TrueBlue and SAAVI. What follows is 1) a transcript of the focus groups, 2) the PR plan put together for SAAVI and 3) the slide show summarizing the PR plan.

SAAVI Focus Group

A note: the formatting between the two records is not the same. I transcribed the men’s focus group, but having not been present in the women’s focus group, I felt unable to edit their responses.



SAAVI Communications Plan

TrueBlue Communications


SAAVI: Sexual Assault and Anti-Violence Information center

The Utah State University (USU) office of Sexual Assault and Anti-Violence Information (SAAVI) provides support, advocacy and information to anyone at USU (women, men; students, faculty and staff) who is a survivor of sexual assault, rape, dating violence, domestic violence, stalking, hate crimes, hazing, etc.

SAAVI offers educational presentations related to creating healthy relationships and violence-free environments for the well-being of all students, faculty and staff. SAAVI’s goal is for everyone to be physically and emotionally safe at USU.



  • Increase awareness/understanding of SAAVI’s role and services among the general campus population
  • Encourage victims of interpersonal violence to use SAAVI’s services
  • Increase awareness/understanding of interpersonal violence issues around the general campus population
  • Persuade everyone (especially men) to be better partners and more effective bystanders to others facing unhealthy relationships


Key Audiences

  • Survivors
  • Bystanders
  • Current victims
  • Faculty and staff
  • Offenders, or potential offenders
  • Cache valley community
  • USU students, including
    • Greeks
    • Athletes
    • Clubs
    • Grad students
    • Transfer students
    • Freshmen


Current and Potential Partners

SAAVI does not compete with any other organizations

  • USU Sexual Assault Response Team (SART)
  • Health and Wellness Center at USU
  • Campus Police
  • Logan Police


Key Dates and Activities

TBA: Clothesline Project

February 14 – Healthy Relationship Week

April 12 – Walk a Mile in Her Shoes

September 6 – Red Zone (TSC patio)

September 22 – RAINN Day (TSC patio)

Sept. – Homecoming Parade

Oct. – “We Believe in Safe Families” (Cache Co. Courthouse)


Focus Group Method

November 8, 2011

15 men and 30 women

The sexes were divided for the focus group

Notes and audio transcriptions

    comprehensive report

Key findings extracted


Findings: Common

  1. Majority did not know where SAAVI was located
  2. SAAVI is a good resource for someone who: wants outside third-party advice, and someone who is qualified to deal with deeper emotional issues; otherwise focus group participants would go to friends, family or religious leaders
  3. Continue to promote in the same ways; also approach religious leaders and more PSAs, posters, etc.
  4. Show healthy relationships in ads
    • Is this you? It could be.
    • Choose the right person for a healthy happy relationship


Findings: Women

    1. Majority of women would talk to their parents first
    2. Managers/bosses needs more knowledge of SAAVI
    3. Consistent education about SAAVI

    • Educate elementary and middle schools
    4. More awareness through the Resident Assistants
    5. Counselors who can empathize because they have experienced it


Findings: Women Cont’d

    6. There needs to be a clearer division between what is right and wrong

    • If it is in a joking manner, it is okay
    7. A lot of girls are fixers
    8. More awareness and education on other violence (ie. emotional)
    9. List qualities of a good, healthy relationship


Findings: Men

  1. The line between right and wrong depends on the situation
  2. Men, as victims, would rather go to religious authority than SAAVI


Proposed Communications Objectives

  • Increase awareness and understanding of SAAVI’s role and services among the general campus population
  • Increase awareness and understanding among victims of interpersonal violence of SAAVI services
  • Increase awareness and understanding of interpersonal violence issues around the general campus population
  • Persuade men to be better partners, and more effective bystanders to others facing unhealthy relationship situations



We have not been updated with SAAVI’s budget. This information will be helpful for future planning.



  • Website
  • Continue updating Facebook, and increase engagement and “likes”
  • Create a Twitter account
  • Re-do marketing materials
  • Build relationships with USU students
    • Counselors must become public figures
  • Make more SAAVI appearances at events around Cache Valley
  • Revisit recommendations: launch a new campaign based on results between evaluations to increase campus awareness


Key Messages

  • SAAVI is a safe, confidential place
  • No means No
  • You are not in the wrong if you have been sexually assaulted
  • SAAVI offers counseling support
  • Calls are anonymous and confidential
  • SAAVI is taking a stand against sexual assault

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