In 2005, Men Can Stop Rape (MCSR) designed the MyStrength Campaign, a $3.4 million statewide campaign and an adaptation of MCSR's own Strength Campaign, for the California Coalition Against Sexual Assault (CALCASA), a statewide coalition of rape crisis centers and prevention programs.

After researching various programs across the country, CALCASA selected the Strength Campaign as the most promising and compelling primary violence prevention campaign to adapt and implement in California.  In a 3-year license agreement with CALCASA, MCSR was able to adapt the Strength Campaign to better target California's diverse audience – young males aged 14-18 living in multicultural urban, rural English, and rural Spanish-speaking communities.

Beginning in September 2005, messages of “My Strength is Not for Hurting” and “Men Can Stop Rape” have been heard on radio stations, seen on billboards, and discussed in schools throughout California.

The Tennessee Coalition Against Domestic and Sexual Violence & Verizon Wireless launched the "My Strength is Not for Hurting" educational campaign designed by Men Can Stop Rape. My Strength launched statewide in April 2010 and includes digital billboards and television and radio public service announcements.

"This campaign will help us get the message out to 3.6 million Tennesseans that young men can prevent violence and break the cycle of abuse," said Kathy England Walsh, Executive Director of TCADSV. "Verizon Wireless is proud to support the Tennessee Coalition's effort to bring awareness to a topic like domestic abuse and violence, which effects one in three women in their lifetime," commented Jerry Fountain, President of Verizon Wireless in the Carolinas and Tennessee region. (Read the entire press release.)

Check out the video PSA here and banners (below).