A formative evaluation of social media campaign to reduce adolescent dating violence.

While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences. Collaboration with parents and community partners is also emphasized in order to expand the campaign's reach and create more channels to disseminate relationship promotion and dating violence prevention messaging to the intended audience.