Grant Awarded to Dr. Jeong-Yeob Han

The Owens Institute for Behavioral Research (OIBR) Faculty Seed Grant Program in support of “Primary Prevention of Intimate Partner Violence in Immigrant Communities: Development of a Social Marketing Strategy” – $10,000 -11/01/2019-10/31/2020 w/ Joon Choi (Social Work) as Principal Investigator; Jeong-Yeob Han (Advertising & Public Relations) and Pamela Orpinas (Public Health) as Co-Principal Investigators.

Abstract: The long-term goal of our research is to prevent intimate partner violence (IPV) and enhance access to services among immigrant communities. Religious leaders are key influencers among these communities, and we are currently testing an online training for Korean American faith leaders, a program that could later be adapted for other immigrant communities. The next phase of our research is to add a social marketing campaign to enhance the reach (e.g., include those who do not attend church) and strengthen the impact of IPV prevention messages.

The purpose of the current OIBR proposal is to pilot test the methodology for the basis of a social marketing campaign. We propose a study with two phases. The objective of Phase 1 is to ascertain best messages for IPV prevention, barriers for seeking help, and preferred venues for delivering messages for a social marketing campaign in a Korean American immigrant community in Atlanta, GA. To obtain this information, we will conduct four focus groups, divided by gender and age group (n=40). The objectives of Phase 2 are to develop the messages, assess their acceptability, and identify the best venues for delivering the messages. To achieve these objectives, we will survey 200 Korean Americans.

This proposed study will significantly strengthen the grant proposal that we plan to submit to CDC. During the past years, they have consistently requested community level interventions to prevent IPV, particularly multi-level interventions. This proposal will show our expertise in doing this work and will demonstrate that the three co-investigators have worked together.