This campaign proposal aims to raise awareness of Safe Haven laws and Safe Baby Sites in Tarrant County, Texas through various tactics. It will implement a touring campaign to educate high school students about Safe Baby Sites. It will also attend campus events and set up booths to interact with college students. Additionally, it will host a "Crawlin' for Kiddos" business crawl along West 7th Street to promote Safe Baby Sites through social engagement. The goal is to decrease confusion about Safe Haven laws and locations for safely relinquishing babies, in order to reduce illegal baby abandonment.

1. Campaign Proposal
Looking Out for the Little Guy
Situation Analysis and Research
● Safe Haven laws have been incredibly successful in “Looking Out for the Little Guy”
since being established in 1999.
● Women are still abandoning their babies illegally because they are uninformed of Safe
Haven laws. Safe Haven laws are not promoted widely to help create awareness.
● Alliance for Children and Safe Place are branded similarly, creating confusion around
Safe Haven laws in the DFW Metroplex, creating a situation where women are less likely
to forfeit their child legally out of confusion.
Strengths: Alliance for Children is strong in that it is the only Children’s Advocacy Center in
Tarrant County and was one of the first established in Texas. Founded in 1992, the nonprofit had
a strong foothold in the community. When Texas passed its Baby Moses/Safe Haven law in
1999, the organization had the advantage of already being an established program actively
helping children locally.
Weaknesses: Two weaknesses that Alliance for Children’s Safe Baby Site program faces is that
there is very little ongoing promotion for the program, resulting in masses of uniformed youth.
The second weakness is that the logo for Safe Baby Site and the logo for Safe Place, two entirely
different programs, are incredibly similar. Safe Place recently changed its logo in 2013, however
the program and image have existed since the late 80s. Safe Place’s established logo muddles the
Safe Baby Site logo, creating confusion as to where women can drop off their baby legally.
Opportunities: Today’s youth is captivated by social media, but more importantly they are
engrossed by opportunities to have fun that they can actively share through their social media
platforms. The quickest solution to ending confusion between the Safe Baby Site program and
Safe Place would be to re­brand
and create a new logo, however that would be too expensive and
would require too much time. Alliance for Children is, fortunately, faced with a bevy of options

2. to help promote their presence through social media and face­to­face
interaction with their target
audiences.
Threats: The only threats to the Safe Baby Site program would derive from initial confusion of
how the program works and possibly anti­religious
strife if the term “Baby Moses Law” becomes
widely used since it holds a religious connotation. Many states have had issues in implementing
the program due to unclear guidelines. After passing their Safe Haven law, Nebraska had to deal
with large numbers of people dropping off their teenage children at Safe Baby Sites due to a
misinterpretation of the law. Without clear dictation of the guidelines through promotional
programming and community participation, the Safe Baby Site program could face a standstill in
saving babies.
Information on Teen Pregnancy and Infant Mortality
● In 2012, the birth rate for women 15­19
years old was 34 per 1,000 in the U.S., according
to the U.S. Department of Health and Human Services. In Tarrant County, that number is
nearly doubled, sitting at 60 per 1,000. While teen pregnancy rates have been steadily
declining since the 1950s, Texas is the one of the leading perpetrators. Sitting behind
Mississippi and Arkansas, Texas is third in the nation for the most teen pregnancies,
according to the U.S. Centers for Disease Control.
● According to the U.S. Department of Health and Human Services, roughly 77 percent of
teen pregnancies are unplanned and considered unwanted. Nearly 89 percent of teen
pregnancies occur outside of wedlock.
● The Tarrant County Public Health department considers fetal infant mortality to be
deceased infants less than a year old. Tarrant County has seen an increase in infant
mortality rates from 6.3 to 7.5 deaths per 1,000 in 2010. This rate was higher than the
overall rate for Texas and the U.S. From 2008­2010
there were 1,175 fetal and infant
deaths reported in Tarrant County. The division of that number being almost equal, 48
percent fetal deaths and 52 percent infant deaths, meaning they occurred after the child’s
first birthday.
● According to the Child Welfare Information Gateway, a nationally estimated 1,640
children died from abuse and neglect in 2012. Abused and neglected fatalities are defined
as the death of a child caused by an injury resulting from abuse or neglect or where abuse
or neglect was a contributing factor by the National Child Abuse and Neglect Data
System. Fetal infant mortality is the leading number of deaths at an alarming 44.4
percent. Ages 1­3
coming in a close second at 32.6 percent. In 2012, parents, acting
alone or with another parent, were responsible for 80.0 percent of child abuse or neglect
fatalities. The mother holds the majority of that percentage.

3. Goals and Objectives
I. Raise awareness for Safe Baby Site to better inform women about their options
when it comes to forfeiting their baby.
A. Implement Tarrant County touring campaign, sending speakers to public high
schools to talk about Safe Baby Sites and the importance of educating their
friends and families as well.
B. Attend on­campus
events and fairs to interact face­to­face
with young men and
women and educate them on the Safe Baby Site program.
C. Host a Crawlin’ for Kiddos business crawl on West 7th.
II. Establish logo familiarity to end the confusion as to whether or not a location is a
Safe Baby Site or a Safe Place as well as make it easier to find actual Safe Baby
Sites.
A. Launch an easy­to­use
Safe Baby Site website with listings of safe places in
conjunction with a zip code and a section for public transportation so that women
without vehicles can safely forfeit their baby.
B. Create a social media campaign highlighting the various places in Tarrant County
that qualify as a Safe Baby Site: Is it Safe?
Key Target Publics
Alliance for Children is focused on helping all children live better lives. The Safe Baby Site
program aids women in forfeiting their baby without any repercussions. Unfortunately, many
women do not know it exists or how to use it despite its existence since 1999. These women
come from all kinds of socioeconomic, geographic, and ethnic backgrounds, but are primarily
young, single women.
Primary Target Audience
● Women and men 13­20
in Tarrant County
● Women and men 21­28
in Tarrant County
Secondary Target Audience
● High school teachers
● High school counselors
● College professors
● Ob/gyns
● Bloggers in Tarrant County

4. Information on Target Audiences
● According to the American Congress of Obstetricians and Gynecologists, U.S. women
experience their first menstrual cycle at 12­13
years of age. It is reported that nearly 48
percent of all female high school students have had intercourse and girls that do not use
contraception are 90 percent more likely to get pregnant. Given that information, it is
important to begin targeting women at a young age so they already have the necessary
resources if an unwanted pregnancy were to occur.
● The Texas Education Agency reports that during the 2012­2013
school year, roughly 1.3
million students were enrolled in grades 9­12.
In Tarrant County there are 94,345
students enrolled in high school across 100 different public schools. The average age of a
student in high school ranges from 14­19
years old. Considering that most unwanted
pregnancies occur in women 15­19
years old, incorporating a traveling educational
campaign hosted in public high schools would have the largest informative impact on
young adults within target audience group A and secondary audiences.
● According to the Texas Higher Education Coordinating Board, roughly 56 percent of
high school graduates in Texas attend college the following fall, 60 percent of attendees
are female. In a college setting, socioeconomic and ethnic backgrounds hold little ground,
making campuses a prime target for educating the masses of young adults on Safe Baby
Sites.
● Most universities host an activity fair near the beginning of the semester, inviting
students and professors to visit different booths hosted by various campus clubs,
organizations, and resources. According to a study at the University of Michigan, college
aged men and women are more than 50 percent likely to join several clubs. Bearing that
in mind, events such as activity fairs typically draw in lots of participants creating an
opportunity to provide attendees with information on Safe Baby Sites.
● According the National Institute on Alcohol Abuse and Alcoholism, four out of five
college students drink alcohol. What better way to draw in a target audience than to
provide what they want? By implementing a “business crawl” along West 7th promoting
Safe Baby Sites target audience B would be given the opportunity to support Alliance for
Children’s Safe Baby Site program as well as enjoy participating bars, restaurants, and
boutiques.
● Most insurance companies suggest a yearly visit to the ob/gyn, according to the American
Congress of Obstetricians and Gynecologists. While the first visit is suggested to occur
between 13­15
years old, the annual visit usually takes place after the patient has begun
to have intercourse or has reached 21. With frequent visits from young adults, these
healthcare professionals are given a confidential opportunity to educate others on Safe
Baby Sites, even if that means simply providing reference materials.

5. ● Roughly 45 percent of women look at their smartphones early in the day, whether they
are checking Facebook or reading a blog, the opportunity for social media to occur is
high. Since over 30 million women participate in blogging and more than 40 percent of
women consider blogs a reliable source of information, it is important to create
partnerships with popular local bloggers to help inform their followers of their options. A
partnership with groups such as Texas Women Bloggers could not only create an online
network of women spreading the word, but would spread the word quicker than
contacting individual bloggers.
Key Messages:
Women and Men 13­20
(Audience A): In Texas there is no need to abandon your baby,
Safe Baby Sites has existed since 1999 and are a legal alternative to forfeiting your child.
Women and Men 21­28
(Audience B): In Texas it is illegal to abandon your baby, but
Safe Baby Sites allow you to forfeit your child anonymously and hassle­free.
Secondary Target Audiences Key Messages:
Educational professionals: Teen pregnancy is at an all­time
high leading young,
confused mothers to abandon their babies in unsafe places. Educating them on Safe Baby Sites
and reduce infanticide in young adults.
Health professionals: Hospitals, fire departments, and police stations are all Safe Baby
Sites. Ob/gyns, school nurses, and other healthcare professionals can decrease infanticide by
informing patients of their options.
Bloggers: Over 30 million women participate in blogging, by creating a presence for
Alliance for Children and its program bloggers can help decrease infanticide through educating
their followers.
Tactics:
In order to effectively reach each target audience programming must be tailored to their specific
wants and needs. By implementing goals I and II audience A, B and secondary audiences will
have their wants and needs addressed while simultaneously interacting with the Safe Baby Site
program.
● Tour for Tots: Alliance for Children has the opportunity to launch a touring campaign
that will reach out to the 100 different public schools in Tarrant County. The organization
has the capability of holding assemblies to educate high school men and women on Safe
Baby Sites and how they operate.

6. ○ Most high schools have a sex education program taught over three weeks during a
single semester. During this time Alliance for Children may provide a bureau of
speakers to visit each school and deliver a speech with Safe Baby Site details.
○ Before the event, teachers will be asked to provide an avenue for students to
submit questions anonymously. After review, these questions will be given to the
speaker. If not already addressed in the programming, the speaker will answer
5­10
student questions during the assembly. This will not only ensure interaction
between the listener and the speaker, but will also ensure that the audience is
hearing what they need to hear to better understand baby abandonment and how
to end it.
● Tour for Tots Part II: While most Tarrant County public high schools may have the
leeway to allow for a speaker to come and educate their classes, universities often either
do not have that luxury or lack the turn out when such events are hosted. Most
universities, however, do host activity fairs in which organizations and clubs set up
booths for students to visit and gather information from.
○ Alliance for Children may set up booths at universities and colleges in Tarrant
County such as: all Tarrant County College branches, University of Texas at
Arlington, Texas Wesleyan, Texas Christian University, Arlington Baptist
College, and Trinity Valley Baptist Seminary and College.
○ Content for these events should include clear and concise pamphlets with the Safe
Baby Site logo, history of Alliance for Children and its role in the Safe Baby Site
program, and information on how to relinquish a child safely and legally.
○ Content for these events should also include flyers for upcoming Safe Baby Site
events in the Tarrant County area that speak to college aged students, specifically
Crawlin’ for Kiddos.
○ Booths should also have a giveaway or prize element implemented to draw in
more students and create hype around the booth. A partnership with a local
restaurant or business on West 7th would be a great avenue for securing a
giveaway and would tie in with other programming in the campaign. A gift card
to Movie Tavern, Thirteen Pies, Dude, Sweet Chocolate, or Brewsters Burger Bar
is an easy item for West 7th to donate or even individual businesses.
● Crawlin’ for Kiddos: Every year hundreds of people participate in what is called a “pub
crawl.” A pub crawl is defined as a tour taking in several pubs or bars, with one or more
drinks at each. These events are usually put together by a group of friends with the goal
of having a fun night out on a popular strip of the city. Due to this being such a popular
pastime, several groups of friends will be participating in pub crawls simultaneously.

7. Alliance for Children has the opportunity to take this idea and implement a business
crawl along West 7th in Fort Worth, bringing all the groups together for one big party.
All businesses on West 7th will be invited to participate.
○ Alliance for Children may contact all businesses located on West 7th and
surrounding blocks to participate in a business crawl promoting Safe Baby Sites
and ending baby abandonment. Businesses include: bars, restaurants, clothing
boutiques, sweet shops, and more. This provides a unique opportunity for
businesses to reach out to a large audience at once as well as benefit an
organization in need.
○ Flyers will be handed out at booths during the Tour for Tots campaign. Student
ambassadors may volunteer to help Alliance for Children get the word out about
the event. Young adults are more likely to attend parties if their friends are going.
○ A percentage of the proceeds from each participating business will go towards
funding websites and information gateways to help others have easier access to
Safe Baby Sites and the resources needed.
○ Anyone participating in the event specifically will be given a wristband to identify
themselves to participating businesses and will also be given a koozie with
“#crawlinforkiddos,” the event logo, the Safe Baby Site logo, and Alliance for
Children’s logo on it. The hashtag element will create an avenue for businesses
and participants to share their experience on various social media platforms.
○ Participants will also be given pamphlets with all the information needed to know
where Safe Baby Sites are located in Tarrant County as well as how to forfeit
their child legally.
○ Bloggers in the Tarrant County area will be invited to attend the event through a
swag pack including donated items from various businesses on West 7th.
● Is it Safe?: A major issue that Safe Baby Site programs face around the country is a lack
of accessible information. Many parents feel their only option is to abandon the baby in a
hurry as soon as they face any kind of roadblock. More importantly, most mothers are not
sure of where they can forfeit their child legally forcing them to abandon the infant in a
random place. The Is it Safe app and website will make it easier for parents to find a
location quickly through a platform they are already familiar with.
○ Alliance for Children may launch a website: safebabysite.com. By giving the
program its own URL, it should be much easier for panicking parents to find what
they’re looking for and use it quickly. Users will be greeted with programming
depicting different usual sites that babies are often abandoned at. The user will
then be asked, “Is it Safe?” This provocative message captioning dangerous
places for an infant will grab the attention of the viewer and encite an emotional
response. This will result in a call to action when it comes to properly forfeiting a

8. child. It is also strongly suggested that the website be transformed into an app for
smartphones as well. The USC School of Social Work performed a study that
revealed that 62 percent of homeless teens have a smartphone and young
homeless women are five times more likely to get pregnant. Most of these teens
do not have conventional internet access, but do have phones they can use to find
vital information.
The website will have four different pages users may navigate to:
■ About Safe Baby Site ­This
page will highlight Alliance for Children and
the history of the Baby Moses Law and the Safe Baby Site program. It
may also include information on teen pregnancy, unwanted pregnancies,
and reasons why abandoning an infant is usually detrimental to the
infant’s life as well as illegal.
■ How to Use a Safe Baby Site ­This
page will give step­by­step
instructions and easy to understand qualifications so that parents can make
decisions quickly and accurately. This page will also have a section where
viewers can submit a question with their e­mail
in case they are unsure
about anything.
■ Safe Baby Site Locator ­The
most important aspect of this website will
be the locator feature. By inserting a zip code, users will be able to see
where the nearest Safe Baby Site is. Another feature of the page will be in
conjunction with city transportation (if available) so that users without a
vehicle still have the means to safely forfeit their baby.
■ Resources for Young Parents ­Lastly,
the website will have a designated
section with resources and information that young parents can use to help
them prevent any unwanted pregnancies. The page may also have sections
for other options such as adoption programs.
○ The app should be free, simple, and easy to understand. Formatting the website
into a streamlined app will quickly allow young adults to find locations,
understand the guidelines, and hopefully save lives.
■ Options for the same navigation pages from the website may be provided
on the app.
■ The most important features will be the locator and should also provide
the option of sending a notification when near a Safe Baby Site. This
feature can be turned off and on. If a pregnant female has the notification
turned on and is reminded during the term of pregnancy, the user will
always know where the baby can be forfeited.
■ No jargon, no ads, just the facts.

9. Execution:
Crawlin’ for Kiddos flyer:

10. Koozie design:
Is it Safe initial content and search engine for safebabysite.com:

11. Other collateral includes: pamphlets for student tours and activity fairs, pamphlets for Crawlin’
for Kiddos event, and the rest of the website.
Evaluation:
Tour for Tots Part I
● Number of schools participating in tour campaign.
● Number of students that attend the school assembly programming as well as the
cumulative total number of students that attend over the entire campaign duration.
● Number of questions submitted for each school assembly as well as the cumulative total.
The main objective of the Tour for Tots is simply to inform the masses in target audience A and
secondary audiences including: teachers, counselors, and school nurses. Monitoring the number
of turn out and then comparing it to the total population of young adults in Tarrant County
schools will hopefully decrease the number of babies abandoned by this age group.
Tour for Tots Part II
● Number of colleges and universities participating in tour campaign.
● Number of students that register to win at each booth.
● Total turnout of students at each event.
Tour for Tots part II is designed to interact with the tail end of target audience A and the
majority of target audience B. Secondary audiences may be reached as well due to professors
often attending university and college events. This event will create an opportunity to not only
inform these audiences of the Safe Baby Site program, but will also allow Alliance for Children
to deliver programming on the Crawlin’ for Kiddos event.

12. Crawlin’ for Kiddos
● Number of wristbands distributed linking directly to the number of total attendees on
West 7th participating in benefiting Alliance for Children.
● Net sales from each participating business during the event.
● Number of Tweets, Instagram posts, and Facebook posts using the hashtags
“crawlinforkiddos,” “allianceforchildren,” and “safebabysite.”
● Number of blog posts before and after the event.
The Crawlin’ for Kiddos event is definitely the biggest program on the agenda for the campaign.
It is also the most measurable. By monitoring social media, Alliance for Children will be able to
see target audience B and bloggers share their experiences at the event. More importantly, a
percentage of all the proceeds accumulated from participants will showcase how many people
actively played a role in finding a way to support the cause whether it be through buying a burger
or purchasing a purse.
Is it Safe Website and App
● Number of incoming traffic.
● Number of shares on social media platforms.
● Tracking of people actively using the locator page.
● Number of question submissions.
● Number of downloads for the app.
● Frequency of app usage and where the app is being used via “allow location” feature.
While this part of the campaign is the easiest to monitor and track, the true test will come down
to whether or not more babies are being legally and safely forfeited rather than abandoned. The
website allows Alliance for Children to see traffic and monitor which zip codes are using the
locator more than others, which could lead to more specific programming geared toward hot
spots.
Rationale and Conclusion:
● Tarrant County public high schools have optional sex education programs that create an
opportunity for Alliance for Children to implement a speakers bureau. These speakers
will get the chance to educate young adults of all ages on the Safe Baby Site program as
well as answer the real questions these students have.
● Most universities and colleges host activity fairs that clubs and organizations have the
option of participating in. Since research shows that young adults are interesting in extra
curricular activities, Alliance for Children may be inclined to host a booth at these fairs to
educate an older target audience on the Safe Baby Site program as well as inform them of
the Crawlin’ for Kiddos event.

13. ● Pub crawls are very popular amongst young adults, especially college students. Putting a
twist on the idea by including all kinds of businesses opens up the concept to a wider
range of young adults. The Crawlin’ for Kiddos event will be not only a way for target
audiences to experience the culture and nightlife of West 7th, but also support the saving
of babies. This event will also create an opportunity to effectively connect logo
recognition with Safe Baby Site rather than Safe Place.
● Lastly, an interactive website and app will allow users to more easily find information on
Safe Baby Site, but also how to safely give up a baby. With the locator function, parents
will not have to question where it is safe to forfeit their infant. Since teenage homeless
women are five times more likely to get pregnant and roughly 62 percent of homeless
teens have a smartphone, the implementation of an app would be an incredibly useful
resource to young men and women in a bind.
Alliance for Children faces two distinct and easily resolved issues: logo confusion and lack of an
informed public. Through creative and interactive programming Alliance for Children will be
able to reach young men and women of child bearing age. Programming includes informational
tours, an exciting event geared towards young adults, and interactive new technology providing
an easy­to­use
avenue for parents to properly forfeit their baby. Through this campaign, Alliance
for Children will influence Tarrant County’s youth into a sense of duty to keep Looking Out for
the Little Guy.