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Strengthening Families and Preventing Child Abuse in Missouri: 2013-2014 Campaign Overview

The Missouri Foundation for Child Abuse Prevention launched key initiatives from 2013 to 2014 focused on preventing child abuse and neglect. The campaigns, including "Not Even For A Minute" (NEFAM) and "Parent with Patience" (PWP), utilized a mix of media such as radio, print, and online advertising to reach diverse audiences. Educational materials and public relations efforts aimed at Missouri residents, grantees, and donors emphasized that preventing child abuse is a shared responsibility. The campaigns were reinforced by community engagement and targeted messaging throughout the year.

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Strengthening Families and Preventing Child Abuse in Missouri: 2013-2014 Campaign Overview

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  1. 2013-2014

  2. Key Audiences • Missouri Residents • Grantees • Donors

  3. Theme/Slogan • Missouri Foundation for Child Abuse Prevention • Strong Families, Safe Kids • Preventing Child Abuse & Neglect through Grant Distribution, Education & Awareness

  4. Advertising / Media Activity Plan Public Relations / Social Media Activity Plan • Prevention Campaigns • Donor Campaigns • Media Mix

  5. Prevention Campaigns Strengthening Families Initiative (SFI) • Not Even For A Minute (NEFAM) ~Never leave children unattended in or around vehicles • Shaken Baby Syndrome (SBS) Prevention ~Never Shake • Parent with Patience (PWP) ~Stress ~Words Help ~Little Kids Make Big Messes ~Strengthening Families

  6. Prevention Media Plan Four Campaigns – Primary (Statewide) Mediums Include: Radio, Parenting Magazines, Online Advertising & Cable TV PSAs • July/August -- NEFAM • December – Stress, Words Help & Parent with Patience • February/March -- Parent with Patience (coupled w/Tax Check-off) • April -- All Messaging *Child Abuse Prevention Month & Strengthening Families • Campaigns supported by the Public Relations / Social Media Campaign Three Campaigns – Secondary (Targeted) Mediums Include: Hispanic Radio and Metro Transit Hispanic Radio: • December -- NEFAM, Never Shake & PWP • March -- NEFAM, Never Shake & PWP • April -- NEFAM, Never Shake & PWP Metro Transit: • December -- Stress • March – Words Hurt • April – Strengthening Families Campaigns supported by the Public Relations / Social Media Campaign

  7. Not Even For A Minute (NEFAM) Print, Radio ads & Cable PSA Listen (Radio): NEFAM - Kids Vehicles Get Hot Fast Watch (Cable): 2013 Not Even For A Minute

  8. Never Shake A Baby (SBS)Print & Radio ads Listen: Babies Cry

  9. Parent with Patience (PWP) Print & Radio ads Listen: Uh Oh Stuff Happens

  10. Parent with Patience (PWP) Cable TV PSA Watch: Parent With Patience - Mud

  11. Donor Campaigns • License Plate • Tax Check-Off • General Donations • ~End-of-Year • ~Matching Gift • ~Other

  12. Donor Media Plan • Three Campaigns Primary (Statewide & Secondary) • Mediums Include: Radio, Print & Cable TV PSAs • November/December -- General Donation (end-of-year, matching gift, license plate) • February/March -- Tax Check-off (coupled with PWP) • June -- License Plate • Campaigns supported by the Public Relations / Social Media Campaign

  13. Community License Plate Partners

  14. License Plate Print & Radio Listen: SFX Too Early You Do We Do

  15. Tax Check Off Print & Radio Listen: Everyone’s Responsibility The Beach

  16. General Donation Print & Radio Listen: Do It For Me SFX You Do We Do – Kids Everyone’s Responsibility

  17. General Donation Cable TV PSA Watch: Kids Count on Us Not Even For A Minute

  18. Media Mix • Radio – Missourinet statewide radio, targeted & metros • Radio – Hispanic in St. Louis, Kansas City, Columbia • Print – Parenting Magazines • Print – Rural Missouri Magazine • Transit – MetroLink & Buses in St. Louis & Kansas City • Website • Public Relations Efforts – traditional & social media • Facebook – Targeted Online Advertising • Cable Television / Public Access Channel PSAs • Twitter • Prevention $ense • Never Shake/Safe Sleep DVD • Texting: Positive Parenting Messages • Print Materials (brochures, posters, banners, magnets, electronic forms, etc.) • Special Events/Exhibits

  19. Radio Campaigns Statewide

  20. Web Page http://ctf4kids.org/

  21. Public Relations Efforts • Integrated with all prevention & donor messaging • Drive all traffic to website • Year-round/monthly/weekly/daily • Social Media • * Facebook Messaging • * Twitter • * Web • * Blogs • * Texting: Positive Parenting Messages • * Podcasts • * Animoto • * Prevention $ense • * Pinterest • Other PR Efforts, including news releases, interviews, etc.

  22. Facebook Targeted Advertising

  23. Prevent Shaken Baby Syndrome (SBS)/ Safe Sleep DVD

  24. Banners

  25. New Initiatives • State Departments Outreach • Refresh NEFAM materials • CTF 30th Anniversary (August 2013) • Add specialty CTF license plate design • Matching Gifts • Focus on: • Strengthening Families Campaign • Neglect Prevention Campaign • Sexual Abuse Prevention Campaign • Safe Sleep Campaign

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