Identifying Communication Campaign Messages to Prevent Intimate Partner Violence Among Korean American Immigrants

Abstract: Intimate partner violence (IPV) affects all communities. However, more immigrant women suffer from IPV than the national average, including Korean immigrant women. The importance of family harmony, the priority of family interests over individual interests, and the cultural expectation for women to endure hardship to preserve the family contribute to the decision of Korean immigrant women to stay in abusive relationships and keep IPV secret. Therefore, changing community norms that tolerate IPV and increase support for survivors is necessary. The objectives of this study were to 1) identify the messages for IPV prevention and perceived and practical barriers for seeking help for IPV, and 2) assess the acceptability of these messages among Korean American immigrants to develop a communication campaign. The findings illustrate that messages informed by framing theory and cultural tailoring may be fruitful options for changing community norms around IPV and help-seeking among Korean American immigrants. In contrast, information presentation messages may be less effective. Further exploration of message content, form, and delivery is necessary to develop an effective communication campaign.