Impact of using red flags to supplement the poster campaign

When the Virginia Sexual & Domestic Violence Action Alliance conducted the October 2006 pilot of The Red Flag Campaign, we did so on 10 Virginia college campuses.

Four of the campuses displayed 400-500 4" x 6" red flags, with The Red Flag Campaign website address printed on them, a week prior to displaying The Red Flag Campaign posters. The red flags were generally posted in the ground in large groups near high-traffic areas, such as dining halls or student centers. In order to heighten interest and more of a "buzz", the flags were displayed without warning or explanation.

Six of the campuses displayed only the posters, no red flags.

In evaluating the impact of the red flags on campuses, we found that the flags played a significant role on enhancing student interest in the campaign, increasing the likelihood that they would also notice the campaign posters, and encouraging students to seek out further information (in this case, visiting The Red Flag Campaign website).

Red flags heighten awareness of The Red Flag Campaign
Schools that used red flags Schools with no red flags
Of 1662 respondents, 50.8% (n=844) indicated they had heard of The Red Flag Campaign, while 49.2% (n=818) had not. Of 374 respondents, 24.6% (n=92) indicated they had heard of The Red Flag Campaign, while 75.4% (n=282) had not.
 
Red flags increase the likelihood that students will notice The Red Flag Campaign posters
Schools that used red flags Schools with no red flags
Of 1645 respondents, 51% (n=839) indicated they had seen The Red Flag Campaign posters around their campus. Of these respondents, 75.8% (n=635) indicated that they associated the miniature red flags with The Red Flag Campaign posters. Of 369 respondents, 36.6% (n=135) indicated they had seen The Red Flag Campaign posters around their campus.
 
Red flags increase the likelihood that students will pursue additional information
Schools that used red flags Schools with no red flags
Of 837 respondents, 13.6% (n=114) indicated they went to The Red Flag Campaign's website to find further information about the campaign. Of these respondents, 85.1% (n=97) indicated that they got the website address from the miniature red flags. Other respondents indicated that they got the website address from the posters (24.6%, n=28), while 3.5% (n=4) indicated that they did not get the website from either the miniature red flags or the posters. Of 134 respondents, 9% (n=12) indicated they went to The Red Flag Campaign's website to find further information about the campaign. Of these respondents, 66.7% (n=8) indicated that they got the website address from the posters. Other respondents indicated that they got the website address from the miniature red flags (8.3%, n=1), while 41.7% (n=5) indicated that they did not get the website from either the miniature red flags or the posters.