Abstract
BACKGROUND: Bystander intervention is one of the most commonly used methods to curb the sexual violence crisis on college campuses. Most universities conduct training among their student bodies to ensure students are familiar with the procedure. However, it is necessary to remind and repeat messages to audiences to underscore their importance and solidify that knowledge among populations. OBJECTIVE: In this study, the author developed Instagram-type reel messages that consider multiple frameworks used to develop bystander training and programs, such as the social norms approach and bystander barriers. METHODS: These messages were tested via a 4×1 experimental design study with college students at a large public university (N=157). The conditions were messages that emphasize norms (norm reinforcement condition, based on the social norms approach; n=39), messages that emphasize behavior (norm readjustment condition, based on bystander barriers; n=39), messages that underscore the discrepancy between perceived peer norm and actual behavior (combination condition, based on both the social norms approach and bystander barriers; n=39), and a control condition (n=40). RESULTS: ANOVA analysis revealed that the norms reinforcement condition and the combination condition seemed to have the greatest impact on participants' perceived norms and behavioral intentions. In particular, when assessing norms as the dependent variable, the reinforcement group was significantly different from the readjustment group (Δmean 0.682, SD 0.160; P<.001), the combination group (Δmean 0.675, SD 0.160; P<.001), and the control group (Δmean 0.432, SD 0.159; P=.04). For behavioral intentions to engage in bystander intervention, the reinforcement group was significantly different from the control group (Δmean 0.217, SD 0.073; P=.02), and the combination group was significantly different from the control group as well (Δmean 0.221, SD 0.073; P=.02). CONCLUSIONS: The findings indicate that these messages could work in conjunction with training as a way to underscore the importance of bystander intervention behavior. It also highlights the role that Instagram reels can play in the prevention of sexual violence on college campuses.