Campaigns targeting perpetrators of intimate partner violence

Intimate partner violence (IPV) is a global public health concern with significant physical, emotional, and economic costs. Persuading IPV perpetrators to change their behavior could play an important role in ending violence. This article reviews and analyzes 16 campaigns targeting IPV perpetrators, created in the United States, Canada, United Kingdom, Australia, and New Zealand. Two well-known models, the Transtheoretical (Stages of Change) model and Protection Motivation theory (PMT), are combined to create the analytical framework. For each stage of change, the most salient PMT variables are outlined, the people found in that stage are described, and the most effective strategies for persuasion are posited. Together, these two models would suggest that future campaigns targeting IPV perpetrators should place a stronger emphasis on the benefits of changing and place a greater focus on increasing perpetrators' confidence that they can abstain from violence.