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    Date submitted
  • 20-Jan-2018

Anti-Abuse Innovation Movement


We are preventing domestic abuse by helping youth:

1) Discover their self-worth

2) Understand abuse

3) Change the culture



Original YouTube URL: Open

Introduction Video


Additional Questions

Who is your customer?

There are many organizations that are focused on helping those affected by domestic violence. These include, but are not limited to, One Love, National Coalition Against Domestic Violence, Break the Silence Against Domestic Violence, The Pixel Project, No More, and Advocates Against Family Violence. Out of this group, One Love is the only organization focused on prevention. However, their demographic is university students. We fit the niche of high-school students, an area where no one is currently operating. In order to prevent abuse, we’re going to where relationships begin to form, ages 14 to 17. It is in these fragile years when teens need to be introduced to the truth about abuse and find their sense of self-worth. We are unique because we relate well with the rising generation and discuss with them a topic that is taboo and can be heavy. The market is big enough to sustain our organization. There are 929,310 high-school students in Utah and Idaho alone. This does not include junior-high students, which also fall within and around our target age range. The other organizations focused on domestic violence, listed above, make an average of $136,374 per year in revenue, not including grants.

What problem does this idea/product solve or what market need does it serve?

The problem of domestic abuse is a world-wide issue of immense proportions. It affects nearly everyone, either directly or indirectly. 1 in 3 females and 1 in 4 males will experience some form of domestic abuse in their lifetime. The American Medical Association has declared abuse “as a public health problem of epidemic proportions." Extreme forms of abuse are also called “Intimate Partner Terrorism” by experts. Abuse is just as big of a problem as terrorism, and it is happening daily in American homes. For example, between 2001 and 2012 nearly twice the amount of people were killed in America by the effects of abuse than American soldiers fighting in the war on terrorism. There are many organizations, such as domestic violence shelters, that are doing a wonderful job helping victims and those affected by abuse. However, there is a significant lack of resources being allocated for prevention. Jen Oxborrow, Executive Director of the Utah Coalition Against Domestic Violence, has said: "We have zero funds dedicated to prevention." Through the design thinking process, we felt a tremendous amount of empathy toward victims of abuse and became passionate about preventing it.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Our guiding question is: How might we inspire change among the rising generation to prevent abuse? Studies have shown that millenials are more driven by social causes than by money or any other motivating factor. By joining AAIM, youth have a cause to unite with and a voice for change. Our curriculum enables them to develop a better sense of who they are, gain knowledge to avoid abusive relationships, and envision what they can accomplish. Our curriculum is in the form of three distinct goals for every individual: 1) Discover their self-worth, 2) understand abuse, and 3) change the culture. Discovering self-worth sparks belief within the individual. With a strong sense of self-worth, abuse seems out of place. This helps everyone understand that no one should be abused. Boundaries can then be identified and lived by. Understanding abuse means that individuals can identify red flags and abusive behaviors. In addition, they can define “abuse.” This removes societal misconceptions and allows for clarity when evaluating relationships. Changing the culture creates a way for youth to take their new-found knowledge and share it with friends to achieve “deep learning.” With many individuals sharing the brand, a movement is organized and solidified.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We have four teammates, each with unique skill sets; although we continue to search for the right graphic/web designer. We are all design thinkers with a knack for innovation and a disposition to dream big. Rebekah is our Marketing Director. She has first-hand experience with abuse and brings a dimension of empathy and reality that is invaluable to our team. She is a master at connecting with our target audience and creating content. Kammy is our Communications Director. She is an expert in social media with a vast array of experience on multiple platforms. Her ability to manage public relations for the organization with a deep understanding of the subject matter is unparalleled. Sam is our Operations Director. He has phenomenal presentation skills and infuses the team with energy and enthusiasm. His commitment to excellence in product development and financial capabilities take our team to the next level. Mitchell is our Executive Director. He is a leader, innovator, and entrepreneur with experience helping many startups succeed. He has been personally mentored by Clark G. Gilbert, President of BYU-Pathway Worldwide and expert on innovation. We’re all BYU-Idaho students with a passion for the cause that fuels our potential for excellence.