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Lifeline Law Ads To Raise Awareness About Sexual Assault

By Gretchen Frazee

Posted August 17, 2015

Jim Merritt and Dawn Finbloom

As students return to college this week, they'll be hearing or seeing advertisements that inform them Indiana's Lifeline Law can be used in cases of sexual assault.

Indiana's Lifeline Law allows underage Hoosiers to call the police without fear of getting into trouble for drinking if they see someone that is the a victim of a crime or needs medical attention.

The law's author, State Senator Jim Merritt, R-Indianapolis, is renewing a social media campaign that aims to teach students about the law.

This is the first year that campaign will emphasize that the law also applies if students are trying to help a victim of sexual assault--one of several expansions to the law implemented in 2014.

"I really believe with all the campus reports that we see," Merritt says. "I think that is invaluable to reach those men and women that may be in need and may be afraid to come forward."

During last year's social media campaign, college students heard or saw the Lifeline advertisements 2.3 million times. Parents heard them on the radio 4.5 million times, according to Emmis Communications, the company that is helping run the campaign.

In addition to creating social media advertisements, Merritt is working with colleges and universities across the state, encouraging them to include information about the Lifeline Law in their student orientations.

He is also partnering with the Indiana Youth Services Association.

Dawn Finbloom's son died of alcohol poisoning in 2012. Since then, she has tried to raise awareness about the law so other students do not meet the same fate.

"We have hope and faith for college students today," Finbloom says. "They're awesome, they're amazing. They're a generation of social responsibility. All they need is awareness."

The social media campaign will include advertisements on Facebook and Pandora.

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