Using Mobile Technology as a Prevention Strategy to Reduce Acts of Domestic Violence by Young Men

Domestic violence is one social issue that has a direct impact on the wellbeing of both society and the individual, and is not only exclusively physical violence but also includes sexual, social, psychological, economic and spiritual abuse. According to the Australian Bureau of Statistics (2012) Personal Safety Survey, approximately 34% of Australian women have experienced physical violence and 19% have experienced sexual violence.

Although domestic violence interventions had traditionally targeted women as the victims, there has been a shift internationally towards primary prevention with males as the target market; in particular young males.

With this in mind, we developed a paper that offers a gamified app concept called The Lady’s Man aimed at adolescent males (aged 10 to 15) using a guiding theory (ABC Framework) and eight key consumer insights identified through secondary research.

 Consumer Insights:

1. High preferences for virtual communication rather than face-to-face (e.g. online and mobile technology)
2. The need to belong and the importance of group interaction with peers is strong
3. High need for entertainment and hedonic activities
4. Preference for easy, convenient digital tools
5. Lack of relationship experience and high need for ‘how to…’ advice and tips
6. Enjoyment of challenges and social comparison with friends
7. High resistance to government messages
8. High resistance to health promotion messages

Guiding Theory:

• ABC Framework