ENGAGES YOUNG MEN TO END SEXUAL VIOLENCE
The Largest Effort of its Kind, Campaign’s Non-Traditional Strategy Aims to Empower Young Men, Curb First-Time Perpetration
SACRAMENTO, Calif., Sept. 13, 2005 – The California Coalition Against Sexual Assault (CALCASA) today unveiled a cutting-edge multi-media and outreach campaign to prevent sexual violence in California that targets young men aged 14-18 and engages them as part of a solution to prevent first-time perpetration. Titled the “MyStrength Campaign,” the multi-million dollar initiative was unveiled at a press conference today at Sacramento High School’s Underground Books store.
As the largest campaign of its kind in the United States, The MyStrength campaign centers around the theme, “My Strength is Not for Hurting,” emphasizing healthy relationships and empowering young men to maintain their strength and masculinity without using coercion, intimidation, force or violence. As a complement to CALCASA’s more than 30 years of work and programs that urge young women to protect themselves from sexual assault, MyStrength takes a unique, non-traditional approach by encouraging men to play a vital role in creating a safe environment for their relationships and reinforces that men can put an end to sexual violence in California.
“The MyStrength Campaign is an important step forward in sexual violence prevention because it proactively engages men as a part of the solution,” said Ellen Yin-Wycoff, CALCASA Interim Executive Director. “The campaign is careful to not blame young men for sexual violence, but rather enlists their help in prevention efforts and encourages them to take responsibility and find solutions. Ultimately, sexual violence can be prevented and men can make a difference in ending rape.”
