The Know Your Power™ social marketing campaign was developed by a team of university students, staff and faculty. What distinguishes the Know Your Power social marketing campaign from other social marketing campaigns is the extensive evaluation that has been done to assess the effectiveness of the campaign. Results from a campus study indicate that students who are exposed to the campaign

• Exhibit increased awareness regarding the problems of sexual violence
• Are more knowledgeable of appropriate bystander behaviors
• Are more willing to act as a bystander if the situation warrants

The Know Your Power social marketing campaign is the innovative marketing campaign of the Bringing in the Bystander Project™ that was developed, administered and evaluated by University of New Hampshire researchers. The Bringing in the Bystander Project has received both national and international attention. The Bringing in the Bystander Project has two components, 1) an in-person prevention program and 2) the Know Your Power social marketing campaign. Both components of the Bringing in the Bystander Project have been evaluated. The results demonstrate the efficacy of both components.

The Bringing in the Bystander Project gives all community members a specific role, which they can identify with and adopt in preventing the community problem of sexual violence. This role includes interrupting situations that could lead to assault before it happens or during an incident, speaking out against social norms that support sexual violence, and having skills to be an effective and supportive ally to survivors. It is based on studies that point to the role of community norms as a significant cause of sexual violence, particularly in communities like college campuses. The main message is that "Everyone in the community has a role to play in ending sexual violence."