Since the Centers for Disease Control and Prevention’s successful national launch 

of Choose Respect in May 2006, the initiative has continued to flourish. So 

much has happened in this exciting project to promote healthy relationships and 

prevent dating abuse among youth ages 11–14, the possibilities seem limitless! 

Communities across the country have embraced Choose Respect and made it 

their own, blending the Choose Respect messages and materials into local events 

and programming and creating major initiatives based on the positive themes of 

respect and healthy relationships. 

To support community efforts, we are now developing and testing resources and 

tools based on the practical experience of top youth advocates from across the 

county. Representatives from academia, community-based organizations, state 

and national agencies, and national advocacy organizations convened in March 

2007 to network and contribute their expertise toward the development of fresh, 

practical strategies communities can use. With this input, CDC is building the 

Choose Respect Playbook, a guide that goes beyond targeting youths’ beliefs 

and attitudes about how to treat others. It will also focus on the physical and 

social settings that help youth make healthy relationship choices daily. Extensive 

stakeholder review and testing of these plays has already begun in communities. 

A major accomplishment of the past year has been Choose Respect’s national 

partnership with the Women’s National Basketball Association (WNBA) 

Enterprises and participation in the WNBA Be Tour: Be Smart–Be Fit–Be Yourself. 

Through interactive events and positive messaging, the WNBA Be Tour promoted 

fitness, health, and self-confidence among youth in 13 markets across the country. 

Choose Respect reached 122,850 new fans during 2007 Be Tour events through 

this strategic partnership with the WNBA. 

The CDC invites you to share our excitement about the innovative new 

resources and energizing events of the past year. Now is the perfect time for 

youth to prepare for a healthy future by learning the relationship skills they 

will need for the rest of their lives. 

Welcome to Choose Respect! 

Respect. Give It. Get It.


SUMMER/2004

Formative Research 

19 Focus Groups in 3 States 

2/2005

chooserespect.org 

Goes Live

FALL/2005

Pilot Evaluation Results

5/2006

MMWR Article

Published

6/2

N

M

9/10/2003

2004 2005 2006 

8/11/2004

Austin & Kansas City

Recruited for Pilot

3/16/2005

Spokesperson

Training 

1/2005

Community Training

for Pilot Test

5/20

400

65,0

Mat

3/2006

Community Training

12 Cities

Direct to Consumer 

Community Implementation 

5/2006

30 Minute Video Complete

BRAND & 

MESSAGE 

CREATIVE

DEVELOPMENT 

PRELAUNCH PILOT

TEST 

MATERIAL 

REVISION 

LAUNC

PLANNI

The Purpose of Choose Respect

Research for the Choose 

Respect initiative found most 

youth have positive, healthy 

attitudes about their relationships 

with others. Choose Respect 

seeks to reinforce and sustain 

these positive attitudes 

among youth as they get older 

and begin to enter dating 

relationships by:

Providing effective messages 

for youth, parents, teachers, 

and other supportive adults 

that encourage them to 

establish healthy and 

respectful relationships 

Creating opportunities for 

youth and communities to 

support healthy and respectful 

relationships

»

»


The Need for Choose Respect

Healthy relationships are built on respect, and knowing how to give and get respect 

is important. Because the groundwork for forming healthy adult relations is laid during 

adolescence, CDC created the Choose Respect initiative. Choose Respect reaches out to 

youth ages 11–14 and helps them challenge harmful beliefs about dating abuse and learn 

to treat others respectfully as they want to be treated. The goal is to prevent abuse before it 

starts. 

Development of the Choose Respect Initiative was prompted by the disturbing facts about 

dating abuse.

According to recent research from the CDC, 1 in 11 youth reports being a victim of 

physical dating abuse. 

Dating abuse is becoming increasingly prevalent in the United States. 

»

»

10/31/2006

Video Receives

Two Awards

2006 

National Radio

Media Tour

10/1/2006

PBS Stations

Begin Airing Video

2007 

06 

0,000 English 

000 Spanish 

terials Distributed

g

11/2006 

Safeplace Awarded

Implementation Funding

11/2006

Parent Content

on Website

8/1/2007

TV PSA Wins

Golden Eagle CINE

9/18/2007

Horizon Health 

Education Program

Award

CH 

ING 

WNBA 

EVENTS 

IMPLEMENTATION 

& REFINEMENT 

WNBA

BE TOUR


Even more startling, youth who experience dating abuse are also more likely to report binge 

drinking, suicide attempts, physical fighting, and current sexual activity. 

Dating abuse is a pattern of unhealthy behavior

—physical, emotional,or sexual—

by one partner in a dating relationship by the other partner. 

Yet many kids and their parents do not recognize dating abuse when they see it, and don’t 

understand how widespread it is. Several studies suggest that youth also do not recognize 

the negative consequences of dating abuse in their friends’ lives. Thirty-one percent of 

youth report having at least one friend who is in an abusive relationship. Acceptance of 

dating abuse among friends is one of the strongest links to future involvement in dating 

abuse. 

The years from 11–14 represent a “window of opportunity” for youth to prepare for a healthy 

future by learning skills such as negotiation, compromise, and conflict resolution. Kids need 

to talk with parents, teachers, and other supportive adults now about the importance of 

choosing respect and developing healthy relationships. 

About 1 in 11 American high school students 

reports physical dating violence each year. The 

risk of being a victim is similar for both boys and 

girls across all grade levels. To learn more, visit 

www.chooserespect.org.

Source: Centers for Disease Control and Prevention. Physical 

Dating Violence Among High School Students—United States, 

2003. MMWR 2006; 55:532-535.


Background

To assure a safe and healthy future, youth need to believe that the golden rule—treat others 

as you want to be treated—is the best foundation for relationships between friends, family, 

and dating partners. Youth also need the skills to give and get respect and an environment 

that fosters respect. The Choose Respect initiative was conceived as a comprehensive, 

long-term strategy to promote healthy relationships and prevent dating abuse. There have 

been three phases of Choose Respect. 

The initial phase used data from focus groups, a literature search, expert interviews, and 

a national youth survey to inform the concept, message development, and communication 

strategy of the initiative. A variety of appealing materials were created using the “Choose 

Respect” theme because youth stated that maturity and respect were very important to 

them. The initiative was piloted in two sites to identify the components that are instrumental 

to reaching Choose Respect goals. 

Based on the results from the pilot, Choose Respect began its second phase, the national 

launch, and took the message of respect to 10 major cities. The launch was an integrated 

communications effort, using a mix of creative materials, media and public relations, 

promotional partnerships, community partnerships, training and technical assistance, and 

community events and activities. Activities were as diverse as the cities themselves—

community wide walks, game nights, and Choose Respect week—all spread the messages 

of respect to a broader audience. 

Establish healthy 

relationship behaviors

Media &

Educational Materials

Formative Research

& Pilot Testing

National Partners

Community Partners

Contractors

CDC/NCIPC Staff

Educational

Programs

Evaluation

Media

Community

Organizing

Health

Promotion

Advocacy

Capacity

Building

Youth

ages 11-14

Social Networks

of Youth

Groups in the

Community

Environments

Recognize, value, acquire the

skills for, and intend to have

healthy relationships

Reject dating abuse and

encourage healthy

relationships among youth

Mobilize resources to promote

a culture of respect in 

communities

Bolster changes in policies,

products, services, and media

messages to support dating 

abuse prevention

Provide social

support for healthy

relationships

among youth

Increase in

healthy

relationships

Decrease in

dating abuse

Choose Respect Logic Model


Sac

Outcomes of the national launch provided direction for the next phase 

of Choose Respect. The third phase of the initiative has moved beyond 

awareness to focus on the relationship of youth and their environment. Part 

of preventing dating abuse is teaching kids about healthy relationships and 

encouraging them to make good choices. The social environment they live in 

also influences their behavior and health choices.

To assist communities in implementing Choose Respect, CDC began to 

develop a “Playbook” that will guide communities through planning and 

implementation of Choose Respect activities across four “zones” or levels of 

influence. The most effective way to prevent dating abuse is to coordinate 

efforts at all levels: with youth, with adults, in the community, and through 

policy and advocacy.

The Playbook includes tools, and resources that can be easily adapted 

according to community needs and capacity.

 Top achievements of the past year have enabled Choose Respect to:

Create national interest – Choose Respect has gained 

national media outreach through a partnership with the 

WNBA and the Be Tour.

Create capacity development resources – Choose 

Respect is working with community partners to develop 

and test the Playbook. The Video Discussion Guide is 

an exciting new resource designed for use with adult or 

youth audiences in conjunction with Choose Respect’s 

award-winning video, Causing Pain: Real Stories of 

Dating Abuse and Violence. 

Build the evidence – SafePlace, a community partner 

in Austin, Texas is working closely with CDC to test the 

Playbook tools and resources for building partnerships, 

gaining media coverage, and working with schools and 

community organizations. This funded partnership will 

produce an extensive evaluation of Choose Respect 

tools and resources. In addition, the Choose Respect 

Playbook will include evaluation tools that can easily 

be used by any community group. 

»

»

»


New York, NY

Washington, DC

Seattle, WA

cramento, CA

Los Angeles, CA

Uncasville, CT Detroit, MI

Phoenix, AZ

Indianapolis, IN

Syracuse, NY

Illinois

Topeka, KS

Austin, TX

Minneapolis, MN

Houston, TX San Antonio, TX

Chicago, IL

Community Partners

CDC is excited to highlight the innovative accomplishments of selected community partners 

during the past year. As you will see, each story is different and inspiring. It is amazing 

to see how each community was able to start with the Choose Respect materials and 

resources and take off from there. Many of those included said that the Choose Respect 

Web site and materials provided a great entrée to the subject of healthy relationships, and 

kids loved them! 

With the exception of SafePlace in Austin, Texas, which was funded this year to assist with 

evaluation of Choose Respect, each of these partners volunteered to continue and expand 

Choose Respect in their community. With the support of additional tools in the upcoming 

Playbook, we hope to make it even easier to become a Choose Respect partner. Next year 

we anticipate even greater accomplishments from communities across the country! 

Featured Community Partners

WNBA Be Tour Stops


SafePlace

Since 2004, SafePlace has been an active partner in developing, pilot testing, and 

implementing Choose Respect. With its strong history of involvement, SafePlace is uniquely 

positioned to assist with the development of the Choose Respect initiative in 2007. To 

coordinate efforts in Austin with state and national efforts, SafePlace hired the very first full 

time Choose Respect Coordinator. During the past year, CDC partnered with SafePlace to 

build on its efforts to implement Choose Respect in the Austin area through school, media, 

and community-based engagement; coordinate Choose Respect activities with state and 

national events and efforts; and provide both process and outcome evaluation data on their 

implementation. 

SafePlace and Choose Respect in Austin 

Schools – In preparation for Teen Dating Violence Awareness 

and Prevention Week in February 2007, the Choose Respect 

video, Causing Pain: Real Stories of Dating Abuse and Violence

and a teacher’s guide were included in the Texas Teen Dating 

Violence Awareness and Prevention Toolkit that was sent 

to 200 schools and organizations. SafePlace used Choose 

Respect messages and materials to assist four middle schools in 

developing and implementing daily activities for the Teen Dating 

Violence Awareness and Prevention Week.

In Spring 2007, SafePlace worked directly with schools to train 

staff and provide seminars for parents, as well as giving technical 

assistance to classroom teachers. SafePlace conducted an initial 

implementation of the Choose Respect initiative at O’Henry Middle School. This included a 

teacher training, viewing of the video with a teacher-led discussion for students, and prepost surveys for 7th and 8th grade teachers and students. Evaluation data from O’Henry 

indicates that Choose Respect, when implemented in this manner, seems to demonstrate 

a positive influence on student’s knowledge, attitudes and behavioral intentions regarding 

interpersonal relationships. 

SafePlace also connected with 74 student members and adult sponsors of STAR (Students 

Taking Action for Respect) during the STAR Conference in June 2007. 

Efforts to raise awareness of dating abuse have been so successful that legislators passed 

a bill that requires all Texas school districts to adopt official dating abuse policies, training for 

all faculty and administration, counseling for all affected students, and awareness education 

for all students and parents. SafePlace is currently collaborating with the Texas Teen Dating 

Violence Prevention Team, established by Texas Governor Rick Perry, to provide technical 

assistance and resource materials to all Texas school districts. Choose Respect materials 

are featured as a primary resource in the Texas Teen Dating Violence Awareness and 

Prevention Toolkit sent to another 250 schools and organizations in Fall 2007 and available 

at: http://www.governor.state.tx.us/divisions/women/work/violence/toolkit. 

With assistance from SafePlace, six additional middle schools signed on to implement 

Choose Respect during the 2007–08 school year and evaluate the impact of the initiative 

with students. Participating schools will receive a package of services, including a 1-hour 

Austin, TX


Changing Lives uses Choose Respect as its platform and creates an interactive theatrical event 

that tours local schools and community groups to educate youth on the subject of teen dating 

violence and promoting healthy relationships. We, as humans, learn how to treat other humans 

at a very early age through observing other people’s relationships (parents, siblings, etc.) and 

then later through experimentation in our own relationships with parents, friends, teachers, 

etc. We then take what we have learned and apply that to new relationships - including dating 

relationships.

 - Ted Rutherford, Choose Respect Coordinator

faculty orientation, a 1-hour facilitator training for all staff implementing the initiative, a 1-hour 

parent seminar, technical assistance and support for teachers to use the Choose Respect 

Video Discussion Guide as well as other print and broadcast materials with students and 

parents as appropriate on each campus. Each participating school will be required to 

appoint a campus leadership team to aid in the implementation process. This team will 

vary by school, but will include a mix of administrators, counselors, teacher representatives, 

parent representatives, and student representatives. Campus leadership teams will be an 

integral part of ensuring a successful implementation on each campus. Evaluation is a core 

component of SafePlace’s school implementation of Choose Respect, and SafePlace will 

conduct both process and outcome evaluation to determine whether activities have been 

effective. Each campus will conduct pre-post surveys with students and teachers and postimplementation focus groups with parents. 

SafePlace and Choose Respect in the Community – Within Austin, 

SafePlace reached out to other community organizations and agencies whose goals are 

aligned with Choose Respect to bring them into the initiative. New partners include the 

Changing Lives Youth Theatre Company and School Resource Officers of Travis County. 

Members of the retail community have also supported Choose Respect by displaying 

Choose Respect posters during First Thursday on SoCo, a monthly music and art event. 

Community partners of SafePlace helped to pilot test activities from the Playbook and 

to create a Choose Respect Summer Showcase, featuring spoken word poetry, scenes, 

monologues, PSAs, and visual art on the subject of dating abuse and healthy relationships.

SafePlace in the Media – As part of the Teen 

Dating Violence Awareness and Prevention Week, 

SafePlace collaborated with the Texas Council on 

Family Violence, Texas Association Against Sexual 

Assault, the Women’s Advocacy Project, and the 

Texas Governor’s Commission for Women to organize 

a statewide press conference. Choose Respect 

was featured prominently in the press conference 

and materials were distributed to members of the 

press attending the event. In conjunction with the 

awareness week, PBS affiliate, KLRU aired the 30-

minute Causing Pain: Real Stories of Dating Abuse 

and Violence three times in January and March 2007. 

Activities in each of these areas have combined to 

create tremendous energy and enthusiasm for Choose 

Respect and environments that foster safe, healthy 

relationships among youth. 
10

New York State Fair

Choose Respect was at the heart of a highly successful collaboration between the New York 

State Fair and the CDC’s National Center for Injury Prevention and Control (NCIPC) at the 

161st Annual New York State Fair in August 2007. This unique partnership made it possible 

for CDC to place an interactive exhibit at the forefront of the Hall of Health near the main 

entrance of the State Fair Grounds in Syracuse New York. 

The exhibit’s location and the timing of the 

fair were perfect—educators, coaches, kids, 

and parents were out in force and “gearing 

up” for the start of the new school year. A 

team of New York State and CDC staff shared 

Choose Respect messages, talking with 

visitors about healthy, respectful relationships 

and the factors behind dating abuse and 

introducing them to Choose Respect materials 

and resources. Exhibit staffers applied 

“Respect. Give it. Get it.” temporary tattoos on 

kids, handed out silicone wristbands, parent 

magnets, Choose Respect window clings, and shared the Choose Respect promotional 

kit with teachers and community members. All activities were geared to encourage people 

to visit www.chooserespect.org and take advantage of the many activities and resources 

available through the website. 

CDC’s Teri Barber reported, “The 

Choose Respect message really 

resonated with families—we saw 

lots of positive interactions occur 

between parents and their kids as they 

selected Choose Respect materials 

to take home.” The exhibit provided 

the opportunity for CDC to initiate a 

number of new collaborations across 

the state in New York. Approximately 

24,000 people visited the CDC exhibit 

during the 12 day fair, with fairgoers 

taking home more than 29,000 

Choose Respect materials.

New York State
11

Illinois Violence Prevention Authority

The Choose Respect Playbook Meeting in March 2007 sparked an ambitious new 

partnership to spread the message about healthy relationships. When Barbara Shaw, 

director of the Illinois Violence Prevention Authority (IVPA), attended the Playbook Meeting, 

she knew immediately that Illinois would be a great site for the Choose Respect initiative. 

A one-of-a-kind state agency, IVPA awards grants to community and state level 

organizations for the prevention of all forms of interpersonal violence. The Youth-Led Mini 

Grants Program provides grants up to $5,000 to support projects designed, implemented, 

and led by youth with adult support—a perfect fit for Choose Respect. 

The IVPA Board has committed $150,000 for the next three years to develop and implement 

a Choose Respect initiative in five sites across the state, including Chicago; an outlying 

Chicago county; middle-sized, small, and rural communities. In each site, IVPA will partner 

with a youth-serving organization, a school, and a faith-based youth organization to 

coordinate a youth-led Choose Respect program for youth 

ages 11-14. Each of these three community partners 

will implement activities from the Choose Respect 

Playbook. In addition, the partners will 

coordinate their activities and conduct at 

least one joint Choose Respect activity 

during the first year. 

IVPA plans to award the first set 

of Choose Respect grants in 

January 2008. The first few 

months of each grant will 

be devoted to training and 

planning. IVPA and the CDC 

Choose Respect Team will 

train grantees to use the 

Choose Respect Playbook and 

additional tools and resources 

and provide more in-depth 

information on building healthy 

relationships and dating abuse 

prevention. Because IVPA has 

a rich history of working with 

youth-led programs, kids from 

15–21 will likely play a role in 

promoting Choose Respect 

with the target audience.

Illinois
12

Houston Area Women’s Center,

Communities in Schools, 

Houston Independent School District

One thing Houston middle school kids like about Choose Respect is that it spotlights 

healthy, positive relationships. “We already know about unhealthy behaviors,” said youth 

from the Independent School District. 

During the last school year, the Houston Area Women’s Center (HAWC) partnered with 

Communities in Schools and the Houston Independent School District to bring Choose 

Respect to middle school students who have high risk of getting involved with dating abuse. 

As part of a nine week mini-course, Community Specialists used the Choose Respect video, 

Causing Pain: Real Stories of Violence and Dating Abuse to break the ice and help kids 

recognize instances of physical and mental abuse. “ 

HAWC ended each 9-week session 

with a Choose Respect poster contest. 

“We let them do what they wanted on 

the posters—it’s a great way to close 

the course.” Some schools posted the 

artwork outside the Communities in 

Schools office in the middle schools. 

Other posters will become part of 

the Houston Area Women’s Center 

newsletter. 

Based on their success, the Women’s 

Center has trained another Houston 

domestic violence group to use the 

Choose Respect materials and shared 

the video with them. 

Houston, TX

It’s the best I have seen, kids 

notice whether a video is up to 

date. Students loved the video 

because it uses real high school 

kids to tell the Choose Respect 

story. 

 - Shara Johnson, HAWC
13

Alexandra House Shelter,

Minnesota Coalition of Battered Women 

When the Minnesota Coalition of Battered Women introduced Choose Respect, staff from 

the Alexandra House Shelter recognized a great opportunity right away. They took Choose 

Respect to a peer mediator group of six students at Northdale Middle School. The original 

purpose of this school-based group of middle school students was to help resolve conflicts 

between individuals at Northdale Middle School. Choose Respect had such a positive 

impact on the peer mediator group that other students wanted to volunteer. The peer 

mediation group outgrew its space, and sponsors had to turn kids away. 

To allow more kids to be part of Choose 

Respect, Alexandra House connected with 

the Northdale After School Program and 

formed a Choose Respect peer educator 

group that expanded to 35 students last year 

and evolved from a conflict resolution group 

to a peer education group promoting healthy 

relationships. 

Another secret to their success is that 

Choose Respect at Northdale is “kid-driven.” 

Using the Choose Respect materials as a 

springboard, the peer educators have written 

a song and performed it at a school pep fest and on the Good Morning, Northdale closed 

circuit TV show; they do Choose Respect morning announcements; they have written a 

Choose Respect skit; and they created a Choose Respect Jeopardy game. Peer educators 

took their own Choose Respect messages into sixth grade health education classes, 

reaching 1,400 students at Northdale. 

Local businesses have been so impressed with the work of 

the peer educators that they co-sponsored a Choose Respect 

banner and covered registration costs for 40 kids in the “Walk 

for Hope,” which supports violence intervention and prevention 

for youth. 

During the summer, Alexandra House took Choose Respect 

to kids living in mobile home parks in the area. After learning 

about Choose Respect and participating in the WNBA Be 

Tour in Minneapolis, the group was excited to become part of 

the initiative. They will form the core of Choose Respect Peer 

Educator groups in two additional middle schools this fall. The 

expansion of this initiative will enable Choose Respect to reach 

up to 5,000 middle school students in Anoka County, an area 

just north of Minneapolis, in 2007–2008. Choose Respect is a 

“great tool, and we’re very excited about it,” said Dawn Rutt. It 

allows kids to “talk about it before they have relationships.”

Minneapolis, MN
14

Kansas Department of Health and 

Environment (KDHE), KTWU Public 

Broadcasting Service Station

Collaboration between the Kansas Coalition Against Sexual and Domestic Violence and 

CDC was the catalyst for a statewide contest to develop a Choose Respect “Express 

Yourself” Podcast. In addition to airing Causing Pain: Real Stories of Dating Abuse and 

Violence on the local PBS affiliate, the Kansas coalition partnered with CDC to put on a 

Choose Respect workshop in March to get the word out to schools and communities across 

the state. Over 50 workshop participants committed to take Choose Respect materials and 

videos back to their communities.

The workshop also kicked off the contest for kids—those who wrote an essay about how 

they choose respect in their lives received a free iPod Shuffle and the chance to have their 

essay become part of a Choose Respect Podcast. Teachers 

took Choose Respect banners back to their schools and 

incorporated Choose Respect into their lesson plans. 

The Podcast contest was also publicized through a 

press release, the Department of Education Listserve, 

and online newsletters to schools and communities. 

Teachers in some schools decided to use the 

contest as an assignment and sent in essays 

from their classes. A new partner, the Kansas 

Library Association, signed on to promote 

the Podcast contest to libraries across the 

state. Eleven finalists were chosen from over 

50 applicants, and the Podcast script is now in 

development. Winners of the contest will get to 

be part of the actual Podcast. 

KDHE also supplied libraries across the state with 

more than 800 Choose Respect-branded mouse 

pads to place by community computers, bookmarks, and 

copies of the Causing Pain video. 

Upcoming projects include the conversion of Choose 

Respect pocket guides into audio, large print, and 

Braille for vision impaired youth and parents. The 

Kansas City School for the Blind adopted the Choose 

Respect initiative as the result of attending the 

Choose Respect Workshop. Visitors to the KDHE 

Website will soon be able to link to a Choose 

Respect page with pictures and highlights of Choose 

Respect activities.

Topeka, KS
15

INCASA/MCCOY/Choose Respect Community partners for the Back to School Rally included:

Indiana Fever (WNBA)

Changemakers

Marion County Commission on Youth (MCCOY)

21st Century Scholarship Program

Emergent Leadership Institute

Indiana University-Purdue University 

Indianapolis (IUPUI)

IUPUI Black Student Union

Indiana Coalition Against Domestic Violence 

(ICADV)

Indianapolis Metropolitan Police Department

Indy Metro Leadership academy

Indy Parks

Julian Center

Kool Smiles

Marion County Prosecutors Office

Peace Learning Center

Project Safe Neighborhoods

Stopover, Inc.

Right To Be Safe

Radio Now

Radio 1

Indiana Music Channel

Repro Graphix

Indiana Coalition Against Sexual 

Assault (INCASA) 

During the past year, the Indiana Coalition Against Sexual Assault (INCASA) focused its 

efforts on continued expansion of Choose Respect throughout the state of Indiana and 

building Choose Respect into ongoing events. Two highlights of the year were the Indiana 

Black Expo and the Back to School Rally. 

Indiana Black Expo is an annual, national, weeklong event that celebrates African culture 

through festivals, motivational speakers, and a youth empowerment summit. Choose 

Respect was one of three featured workshops for youth at the Expo. During the workshop, 

kids viewed the Causing Pain video, discussed issues related to respect, and played “Battle 

of the Sexes,” based on real life scenarios taken from the Choose Respect web site and 

materials. The Expo reached 300 youth from ages 12–17 with Choose Respect messages.

Over 1,500 local youth and parents attended 

the second annual Back to School Rally in 

August 2007. Spearheaded by INCASA 

and Marion County Commission on Youth 

(MCCOY) and partnered by The City of 

Indianapolis as well as Choose Respect, the 

event brought together over 20 community 

partners whose mission paralleled the goals 

of the event—to spotlight positive messages, 

educate, and interact with attendees while 

having youth sign a pledge for respect. 

INCASA also expanded the reach of Choose Respect by assisting with training 100 peer 

helpers who act as role models and are designated as peers kids can go to for help in the 

Indianapolis public schools. 

A key volunteer in 2007 was a final contestant for the Miss Indiana Scholarship Pageant, 

Emily Lynch, whose platform was Choose Respect. As a contestant, she spoke out for 

healthy relationships and good decisions across the state at workshops at churches, 

schools, and Boys and Girls Clubs. 

The INCASA/Choose Respect target for the future is the continuation of Choose Respect 

activities throughout the community. INCASA has reached out to Family Service Society, 

Inc. in Marion, IN and Crisis Connection in southern Indiana to provide them with materials, 

support, and technical assistance for delivering Choose Respect to kids and families.

Indianapolis, IN
16

For the first time in 2007, CDC’s Science Ambassador Program featured Choose 

Respect in its annual summer workshops. The Science Ambassador Program is 

a summer internship program in which current and future teachers of middle and 

high school students visit CDC and participate in presentations by CDC scientists 

on a broad range of public health topics. In addition to interacting with Rita 

Noonan, science officer from the Choose Respect team, the Science Ambassadors 

toured CDC facilities and received training in planning and delivering effective 

lesson plans from Georgia Learning Connections (GLC) professionals. 

The Science Ambassadors then used their expertise to develop relevant lesson 

plans on healthy relationships and dating abuse prevention for their students. In 

effect, the Science Ambassadors collaborated with CDC scientists and learning 

specialists to take the message of respect back to their students. 

 Teachers may apply to attend one of two five-day Science Ambassador Program 

workshops at CDC each summer. The Science Ambassador Program is a free 

internship that allows CDC to reach out to teachers, introduce students to key 

issues in public health at a very young age, and nurture the development of future 

public health professionals. 

Science Ambassador Program 

Features Choose Respect
17

 Public Health Foundation

For the first year, the 

Public Health Foundation 

(PHF)—a prime learning 

resource for health care, 

public health, and allied 

health professionals—

offered Choose Respect 

materials through their 

catalogs and website. 

In addition to materials 

distributed by the CDC 

team and Constella 

Group, Inc., the PHF 

distributed more than 25,000 print items in English and more than 

6,500 print items in Spanish to community and promotional partners. 

Additionally, approximately 200 Choose Respect electronic media 

pieces, such as radio and TV public service announcements, 

promotional kits and DVDs, were distributed.

KIT

PROMOTIONAL

Materials

In addition to the existing resources available to community and promotional partners, the 

CDC created a variety of new resources to support local and national efforts. Over 62,000 

print items in English and 17,000 print items in Spanish were distributed to community 

and promotional partners. Additionally, over 400 Choose Respect electronic media pieces, 

such as radio and TV public service announcements, promotional kits and DVDs, were 

distributed. Visitors to www.chooserespect.org downloaded over 100,000 items from the 

website.

Parent Wallet Card – Every parent can do two 

things to help kids learn about respect: be a role model 

and talk to their kids—early and often. The Choose 

Respect Parent Wallet Card gives parents tips for talking 

with kids and a list of warning signs for kids in abusive 

relationships. The lessons kids learn now about respect 

will last a lifetime, and parents are in the position to build 

relationship skills. 

Promotional Kit – the Choose Respect Promotional 

Kit opens the door to the Choose Respect initiative. 

Consisting of a CD and jacket insert, the kit provides a 

concise summary of the entire range of available materials 

and resources and contains master print files of print and 

promotional materials.
18

Real Stories of Dating Abuse 

and Violence

CAUSING PAIN:

Video Discussion Guide

Video DVD and Discussion Guide Package 

– Choose Respect’s award-winning educational video, 

Causing Pain: Real Stories of Dating Abuse and Violence

has been incredibly well received by youth, parents, and the 

supportive adults who work with kids. This video features true 

stories of youth, parents, and professionals who have been 

in or witnessed abusive relationships. The video describes 

their experiences and insights so that youth and parents can 

recognize and prevent dating abuse in their own lives or in the 

lives of their friends. 

The 30-minute version targets adults

The 13-minute version targets youth 

New this year is a discussion guide to accompany the Causing Pain video. The discussion 

guide provides instruction for group leaders to introduce the video and lead Choose Respect 

discussions with a variety of audiences. The CD comes complete with instructions for 

facilitating group discussions, short answers, and interactive activities. The discussion guide 

underscores the importance of kids learning about healthy relationships during the middle 

school years. The guide also provides leaders with the facts about dating abuse and directs 

the Discussion Leader in presenting Choose Respect to a group. A third section of the guide 

includes six choices for a discussion format based on the target audience and needs and 

time available.

Format Target

Audience Leader Size of Group

Session 

Time

Format A Youth, 11–14

Adult or youth age 15 and 

above with some skill and experience in group leadership5–40 youth 2 hours

Format B Youth, 11–14 Adult with skill and experience 

in group leadership

20–25 youth, 

divided into 

groups of 4 

2 hours

Format C

Parents and/

or other caring 

adults

Adult with skill and experience 

in group leadership 5–40 adults 2 hours

Format D Youth, 11–14

Adult or youth age 15 and 

above with some skill and experience in group leadership5–20 youth 1 hour

Format E

Parents and/

or other caring 

adults

Adult with skill and experience 

in group leadership 5–20 adults 1 hour

Video 

Q&A

Youth, 11–14 

Parents and 

adults

Adult or youth age 15 and 

above with some skill and experience in group leadership

5–20 youth 

oradults 30 minutes

The Discussion Guide package also offers PowerPoint slides to help with the discussion, 

ideas for promoting and extending the reach of Choose Respect, and Appendices with 

handouts and fact sheets.

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Materials cont.
19

Banner – Hang the 

Choose Respect Banner in 

your school or community 

organization or co-brand 

with partner logos for outside 

events such community-wide 

walks. 

Respect. 

Give it. 

www.chooserespect.org Get it.

Just for Kids

Choose Respect also introduced these new favorites at the New 

York State Fair:

Temporary Tattoos 

– “Respect. Give it. Get it.” It’s 

as simple as that, and kids loved 

these temporary tattoos that let 

them “wear” the Choose Respect 

logo right on their skin. 

IPod Skins – Plastic covers for an IPod Nano are 

perfect for putting the Choose Respect logo where the 

music is. 

Window Clings – These 11” x 14” plastic clings look 

exactly like the original Choose Respect Posters—except 

that kids can place them on their bathroom mirrors or a 

window to remind them to choose respect. When it’s time 

to remove the clings, simply peel them off and use them in 

a new location. 
20

In June 2007, Choose Respect launched a newly 

redesigned and expanded version of the website, 

www.chooserespect.org. It has the same great 

games, tools, information, and resources, but it’s 

now organized for our primary audience—youth 

ages 11–14. With the new navigation set up, kids go 

straight to the features that are just for them. Parents, 

too, can easily click right to the materials and 

resources they want to reach. 

Last year’s e-cards were such a hit on the website 

that Choose Respect also added three new e-cards 

to the website. Kids or parents choose the music, 

pick the Choose Respect images, and send a 

personalized message to friends and family. 

The new website also linked users straight to the 

WNBA Be Tour website, where visitors could learn 

about the Be Tour, see pictures from Be Tour events, 

and view the schedule for Choose Respect/Be Tour 

events in 13 cities. Even if kids weren’t able to 

participate in the Be Tour traveling fitness expo, they 

could enter the WNBA Sweepstakes by voting on the 

WNBA player who best showed respect in her life. 

Traffic to the website increased more than 60% from 

June 2006 to July of 2007. 

www.chooserespect.org
21

Partnerships:

Growing in Strength

Building on experience, the Choose Respect initiative broadened and extended its reach 

through carefully chosen strategic partnerships in the past year. 

CDC convened a national meeting of key contributors from a broad range of youth 

serving organizations to partner in the development of a Choose Respect Playbook. 

This resource will help communities establish a supportive environment for youth and 

their families. 

Choose Respect gained national attention and exposure through a partnership with 

WNBA Cares joining the WNBA Be Tour to 13 major cities in the U.S.

The CDC partnered with the Public Broadcasting Service to promote Choose 

Respect’s award winning video, Causing Pain: Real Stories of Dating Abuse and 

Violence.

In partnership with Liz Claiborne, CDC is developing theo©, a new Choose Respect 

e-Learning course on healthy relationships and dating abuse prevention for educators. 

This fully accredited, interactive course will provide comprehensive information on how 

to promote positive, safe relationships; dating abuse; compelling video; and valuable, 

accessible resources in a user-friendly, engaging presentation. The purpose of the 

program is to provide training to professionals from all aspects of education so they 

can know and understand:

Skills for giving and getting respect

The overarching concepts of dating abuse

The role of healthy relationship behaviors in the prevention of dating abuse

Specific state policies on violence prevention in schools

Existing curricula and resources 

The perspectives of kids in honest, trusting 

relationships as well as the viewpoints of 

a victim, abuser, and bystander are 

presented throughout this course to 

ensure a balanced understanding 

of the topic. Participants also 

learn specific tactics for 

responding safely and 

with confidence 

to suspicions 

or instances of 

abuse. 

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•

•

•

•

•
22

The Choose Respect 

Playbook Meeting

A highlight of the year for the initiative was the Choose 

Respect Playbook Meeting, held at the CDC Global 

Communications Center on March 29–30. The Playbook

itself was conceptualized as a tool to help communities 

establish an environment that supports healthy, safe 

relationships among youth. When completed, the 

Playbook will enable communities to plan, execute, and 

evaluate a comprehensive multi-level Choose Respect 

effort across four “zones” of the socio-ecological model—

Youth, Adults, Community, and the Environment. 

Participants were carefully chosen in order to bring 

together a broad and diverse array of individuals to 

review the Playbook concept and provide input based 

on their extensive experience. The group included 

representatives from pilot sites and persons with little 

or no background in the Choose Respect initiative, 

but all had deep expertise in youth development and 

passionate dedication to protecting and promoting the 

health of youth. Among the meeting participants were 

representatives from the New York State Education 

Department, Blue Shield Foundation, Columbia 

University School of Public Health, Boys and Girls Club of 

America, county health departments, community-based 

organizations, and state departments of health.

Blue Shield of California Foundation

Columbia University, School of Public Health

Boys and Girls Club of America

Muskegon County Health Department

University of Southern California Violence 

Prevention Program

Banyan Communications

Kansas Department of Health and 

Environment

Institute for Youth Development

National Recreation and Park Association

Family Violence Prevention Fund

SafePlace

U.S. Department of Justice, Office on 

Violence Against Women

Alexandra House Women’s Shelter

Communities in Schools of Georgia

Robert Wood Johnson Foundation

African American Advocacy, SupportServices & Survival Institute (AmASSI)

Illinois Violence Prevention Authority

Florida Department of Health, TRUTH 

Campaign

Danya International

American Youth Soccer Organization

Indiana Coalition Against Sexual Assault

Domestic Violence Prevention Enhancement 

and Leadership through Alliances (DELTA)

– Kansas Coalition Against Sexual and 

Domestic Violence
23

The two-day Choose Respect Playbook meeting gave these experts the opportunity to 

shape the development of the Playbook by:

Sharing their success stories with youth 

activities

Identifying the elements that are essential 

to successful youth activities

Providing input on the Playbook design, 

layout, and content

Advising CDC on the use of the zone and 

Playbook concepts 

Input from this mix of new friends and proven ideas has fueled rapid progress on the 

Playbook and created opportunities for thorough stakeholder review and testing of the 

elements of the Playbook. Both new and experienced partners stepped forward to pilot 

activities in communities. The completed Playbook will include a wealth of support tools 

and resources—everything a community needs to implement Choose Respect activities 

throughout their community:

Background and introduction to the Choose Respect initiative

Detailed instructions for activities for each critical target audience

Guidance for building and maintaining successful community partnerships

Suggestions for engaging the media and promoting Choose Respect 

Evaluation tools 

The success of the Playbook Meeting underscores the initiative’s commitment to provide 

communities with the support they must have to make Choose Respect successful.

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24

The WNBA is delighted to promote healthy relationships among youth and prevent 

dating abuse before it starts. The initiative fits perfectly with the WNBA’s sense of 

responsibility as the preeminent women’s professional sports league with powerful 

role models to deliver important messages and programs related to the areas of health, 

fitness, nutrition, and self esteem. Together, we have been able to promote a unique, 

viable, and sustainable educational effort.

- Women’s National Basketball Association

In 2006, Choose Respect and the WNBA celebrated 

respect through local promotional partnerships 

at game nights and other events. This year, 

they took the relationship to a whole new level, 

forming a national partnership between Choose 

Respect and WNBA Cares. 

The centerpiece of the partnership was the 

Be Tour, the WNBA’s premier traveling mobile 

fitness expo featuring Jennifer Azzi, Olympic 

gold medal winner and WNBA legend. A hit with 

girls, guys, and parents, the Be Tour promoted 

fitness, health, and self-confidence among youth in 

13 markets during the WNBA season. Choose Respect 

aligned with the WNBA Tour in an effort to promote healthy 

relationships among youth and prevent dating abuse before it starts. Diet Ocean Spray®, 

Craisins®, and adidas®, and Discover Card also partnered with the WNBA and Choose 

Respect in this celebration of health and fitness. 

The WNBA Be Tour

In each of the Be Tour’s locations, kids could enter a 

special area set aside for fun, interactive activities. As 

they entered, each youth received an official WNBA 

credential that entitled them to “Take the Choose 

Respect Challenge,” through recording a demo “Rap 

for Respect,” playing “Hoops for Respect,” signing the 

“Wall of Respect,” or placing a “Vote for Respect” for 

the WNBA player who had the best interpretation of 

respect. 

Hoops for Respect

Hoops for Respect took kids to Center Court in the 

Be Tour area to shoot baskets and answer questions 

in a fun game that shared key concepts of Choose 

Respect. The kids who scored the most points 

received a Choose Respect branded knapsack—but 

the real winners are the 228 kids who now know how 

to choose respect in their relationships.
25

Rap for Respect

At the Be Tour recording booth, kids chose from three 

sets of rap lyrics and actually recorded their own Rap 

for Respect. As they exited the activity, each Choose 

Respect recording artist received a code they could 

enter on the “rapdemo” section of the WNBA Be Tour 

website to download their recording. 

The website also served as a data collection point, 

requiring each participant to answer questions about 

awareness and participation prior to downloading 

their rap. By the fourteenth week of the Be Tour, 

3,435 kids had became Choose Respect Rappers 

through the Be Tour Rap for Respect. 

Wall of Respect

All kids who entered the Be 

Tour area were invited to sign 

the “Wall of Respect,” a mural 

where they could write their 

thoughts about respect. Each 

of the 13 event sites had a 

unique mural design, featuring 

the Choose Respect logo and 

the city with the WNBA team 

logo. At the end of the event, 

each completed mural was 

showcased in the arena of the 

WNBA team. Over 21,000 

participants signed murals on the 13 city stops. 

Vote for Respect Sweepstakes

The Vote for Respect Sweepstakes invited kids to find out what respect means to WNBA 

players. They got to vote for the WNBA player they thought had the best interpretation of 

respect for a chance to win a trip to the 2007 WNBA Finals. Over 1,000 fans entered the 

Sweepstakes contest. 

One lucky fan scored a trip for two including round-trip transportation, 

hotel, accommodations, 2007 WNBA Finals tickets, and a meet and 

greet with a WNBA player. Kids who did not attend the Be Tour were 

able to vote online through a link on the www.chooserespect.org.

Girl Power

I’m beautiful, intelligent

Elegant, Supercool

An educated girl

I got power

Being there for one another

Like Family; all sisters all colors

Girl Power

We’re beautiful, intelligent

Elegant, super cool

All educated girls

We empower

Always there for each other

We’re family, all sisters all colors

Love Ya Back

Love me and I will love you back

Respect me and I’ll respect you back ...
26

Be Tour Event Schedule

By participating in the Be Tour, kids learned more about positive relationship behaviors, the 

power of choice, and how they can take steps to form healthy respectful relationships with 

others. 

Yell Yeah

Life gives back what you give to it

So I choose to give myself respect

—I thought you knew it

I go to school to get my education

Because I know one day I might

lead the nation

Somebody yell yell yeah

(YEAH!!!)

Somebody yell yell yeah

(YEAH!!!)

Somebody yell yell yeah

(YEAH!!!)

Phoenix, AZ May 25 Phoenix Mercury Game

May 27 Desert Ridge Marketplace

Houston, TX June 2–3 Kemah Boardwalk

San Antonio, TX June 8–10 Texas Folklife Festival

Minneapolis, MN June 16–17 Mall of America

Chicago, IL June 23 Chicago Sky Game

June 30–July 1 Ford City Mall

New York City, NY July 7–8 South Street Seaport

Washington, DC July 14–15 WNBA All Star Game

Seattle, WA July 21–22 Bite of Seattle

Sacramento, CA July 28–29 Arden Fair Mall

Los Angeles, CA August 4–5 Orange County Fair

Indianapolis, IN August 11–12 Indiana State Fair

Uncasville, CT August 19 Connecticut Sun FanFest

Detroit, MI August 24–26 Michigan State Fair

Phoenix/Detroit September 5–16 WNBA Finals
27

Finals Celebrate Choose Respect and

WNBA Read to Achieve Initiatives

The WNBA and Choose Respect partnership scored a slam dunk 

during the season finals between the Phoenix Mercury and Detroit 

Shock with the library project, an exciting, new link between 

Read to Achieve and Choose Respect. The WNBA completely 

refurbished a school library in Detroit and Phoenix, making each 

library a welcoming, fun place for kids to gather. An important 

aspect of the WNBA Be Smart – Be Fit – Be Yourself Tour is the 

Read to Achieve program. 

WNBA players and coaches visited the two schools for the 

ribbon cutting ceremony, giving their time to interact with 

students. “The WNBA Read to Achieve library events were a 

fun, exciting way to get kids interested in Choose Respect. 

Students were enthralled with the players taking time to come 

to school. When the players talked, the kids really took their 

words to heart,” said CDC Choose Respect team member 

Marie Boyle. “It’s a great way to get kids together and start 

talking about respect.” 

During the event, WNBA stars read to students from 

books that emphasize the core values of Choose 

Respect and discussed how the stories relate to their 

lives. Coaches emphasized the value of taking time 

out during conflicts to get back on track. Over 300 

students participated in the library event in Detroit, 

and 150 kids took part in the Phoenix celebration. 

The schools also received Choose Respect materials 

for use in the classroom as a follow up to the library 

events.

$ETROIT 3HOCK "ANNERPDF   0-

Choose Respect Be Tour Exposure

122,850 fans – overall attendance at Be Tour events 

20,386 credentials issued for kids to participate in Be Tour events

21,435 signatures on Choose Respect/WNBA Wall of Respect Murals

4,739 DVDs of Causing Pain: Real Stories of Dating Abuse and Violence

distributed during Be Tour events 

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Read to Achieve Book Topics

Anger Control

Problem Solving

Negotiation and Compromise

Fighting Fair

Understanding

Listening

Being a Role Model

Compassion

Respect
28

Mountain Lake PBS in Plattsburg, New York, 

awarded grants to ten PBS affiliates in major 

markets as a strategy to reach new markets 

with the messages in the Choose Respect 

video, Causing Pain: Real Stories of Dating 

Abuse and Violence. In addition to airing the 

award-winning video, the stations committed 

to outreach and promotion activities that went 

far beyond broadcasting the video. These 

PBS Stations initiated local partnerships with 

schools and organizations whose mission 

aligns with Choose Respect. Together they 

hosted on air discussions of the video and 

community-wide discussions; and created 

supporting web resources for teachers, 

students, and their families. Other stations 

partnered with schools to train peer counselors 

to promote respectful relationships and 

assist with dating abuse situations, initiated 

Choose Respect pledge card campaigns, 

and distributed copies of Causing Pain. CDC 

supported Mountain Lake PBS in implementing 

this effort. 

In addition to these grantees, Causing Pain: 

Real Stories of Dating Abuse and Violence

was uplinked to all PBS stations for broadcast 

on individual stations. 

Choose Respect’s Just Talk TV ad received the CINE Golden Eagle 

Award this year for excellence in filmmaking and production. Aimed at 

parents, Just Talk, explains why parents need to start a conversation 

with their kids about healthy relations between friends and dating 

partners. Stay tuned—Just Talk is now nominated for CINE’s 

competitive awards, which will be awarded in Spring 2008. View or 

download the 30-and 60-second versions of Just Talk on 

www.chooserespect.org. 

With these mutually beneficial partnerships, Choose Respect adds 

expertise, experience, and the synergy that comes from joining forces 

and pooling resources. 

Public Broadcasting Service 

(PBS)

CINE Golden Eagle Award

WMHT, Troy, NY

KAMU-TV, College Station, TX

WNED, Buffalo, NY

UNCTV, North Carolina

WNPT, Nashville, TN

UEN-TV, Salt Lake City, UT

WCTE, Cookeville, TN

KLRN-TV, San Antonio, TX

WXXI, Rochester, NY

WFWA, Fort Wayne, IN
29

The Choose Respect initiative has been selected to receive a 2007 Horizon Health 

Education Program Award by CDC! Choose Respect qualified for the Horizon Award 

because:

The initiative was developed in collaboration with CDC.

The Choose Respect initiative has been in existence for 2–4 years.

Choose Respect shows significant potential to improve the practice of health 

education.

Brigette Ulin accepted the Horizon Health Education Program Award on behalf of the 

Choose Respect initiative at the 9th Annual Health Education Day on October 19th, at the 

CDC Tom Harkin Global Communications Center at Roybal Campus. 

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Horizon Health Education 

Program Award

Great things are happening across the country with Choose Respect. And as news of 

partner accomplishments comes to CDC, we learn from these important experiences how to 

continue the enrichment and improvement of the initiative. 

Two exciting opportunities are on the horizon for Choose Respect and our community 

partners during the next year:

As we pilot test the Choose Respect Playbook, we are working with community 

partners across the country to define a Choose Respect Challenge. The Challenge 

will be an opportunity for individuals or organizations to qualify as a Choose Respect 

Ambassador by implementing plays from the Playbook. Recognition and special 

support will be key elements of the Challenge.

We will soon share with you strategies and tools for promoting Choose Respect and 

spreading the message of respect in your community. Stay tuned for details! 

We look forward to sharing with you the new Choose Respect Playbook and working with 

you to take Choose Respect to the next level in your community. 

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The Choose Respect Challenge

We are excited to announce that Choose Respect has been named a finalist in PR News’ 

Nonprofit PR Awards program in the Public Service Campaign category. As a finalist, 

the Choose Respect initiative will be honored with an award, either as the Winner or an 

Honorable Mention, at the PR News Nonprofit Awards Luncheon at the National Press 

Club in Washington, DC on December 4, 2007. PR News is a monthly publication that has 

supported public relations work in the private and public sectors for 61 years. 

Choose Respect Honored by 

PR News
Choose Respect Initiative

Centers for Disease Control and Prevention

National Center for Injury Prevention and Control

www.cdc.gov/injury