Sport in Society Unveils 2nd Installment of Leaders Act Campaign
The campaign features New England Patriots tight end Benjamin Watson
(4-19-07) BOSTON, Mass. � Every minute a man abuses a woman and no one says anything. This is a harsh reality that the Center for the Study of Sport in Society at Northeastern University hopes to change through the second installment of its campaign called Leaders Act. The campaign, which is designed to draw attention to the serious issue of men�s violence against women, has enlisted New England Patriot Benjamin Watson as its spokesperson.
�Leaders Act is a simple message. Every person, man or woman, has the power to stand up for victims of violence,� said Watson. �I have the opportunity to work with Sport in Society toward eradicating men�s violence against women. It is tremendously important for me as an athlete to set an example.�
The campaign, which was developed by the integrated marketing communications agency Manasian Inc., uses the power and appeal of professional athletes to help create awareness about men�s violence against women and to stop the abuse. It features one of Sport in Society�s flagship programs Mentors in Violence Prevention (MVP) as a tool to stop gender violence. Watson, who generously donated his time to the campaign, will be the second in the series of athletes to support the cause. The first campaign, released last fall, featured former Boston Red Sox outfielder Gabe Kapler.
�The campaign is asking people to act as leaders to combat men�s violence against women. Benjamin [Watson] is taking the leadership responsibility seriously by stepping up, using his likeness and personal story to get the message out,� said Director of Sport in Society Peter Roby. �The New England Patriots has also shown its commitment to this issue as the first National Football League team to use Sport in Society�s Mentors in Violence Prevention program to educate its players about men�s violence against women.�
Posters featuring Kapler were distributed to universities and high schools throughout New England. Billboards appeared on MBTA trains and ads published in Sports Illustrated, Boston Magazine, and The Boston Metro. Watson�s campaign will also be distributed throughout New England on posters and billboards. An interactive web site was also created, and coming soon a radio ad featuring Watson.
MVP is a leadership program that motivates men and women to play a central role in solving problems that historically have been considered "women's issues": rape, battering, and sexual abuse. The MVP program views men and women as empowered bystanders who can confront abusive peers. This unique strategy for fighting domestic abuse is called the bystander approach. This emphasis reduces the defensiveness men often feel and the helplessness women often feel when discussing issues of men's violence against women.
For more information about how you can get involved please visit www.leadersact.org.
About the Center for the Study of Sport in Society
The Center for the Study of Sport in Society at Northeastern University is one of the world�s leading social justice organizations that use sport to create social change both nationally and internationally. The flagship organization located in the heart of Boston, Mass. was founded in 1984 by Dr. Richard Lapchick. Through research, education, and advocacy the center promotes physical activity, health, violence prevention, and diversity among young people and college and professional athletes. Sport in Society�s innovative programs are all staffed by former college or professional athletes and have been awarded America�s most successful violence prevention program by Lou Harris, the Peter F. Drucker Award as the most innovative non-profit program in the social sector, and most recently was recognized by the Boston Red Sox for its dedication and service to the community. Visit Sport in Society at www.sportinsociety.org.
