This document outlines the Foundation for Child Abuse Prevention's advertising, media, and public relations plans for 2016-2017. Key initiatives included prevention campaigns on safe sleep, shaken baby syndrome, and never leaving children unattended. Donor campaigns focused on license plates and tax check-offs. The foundation used radio, print, digital media, and public transit advertising. Public relations efforts included social media, a website, and special events for Child Abuse Prevention Month. Ongoing initiatives aimed to strengthen families and prevent different types of child abuse.
2. Key Audiences
• Every Missouri Resident!
• Grantees
• Professionals & Other
Stakeholders
• Donors
3. • Missouri’s Foundation for Child
Abuse Prevention
• Strong Families, Safe Kids
• Preventing Child Abuse & Neglect
& Strengthening Families through
Grant Distribution, Education,
Awareness & Partnerships
• 1 Childhood 4 Every 1 –
All Kids Deserve a Good 1
Theme/Slogan
4. Advertising /
Media Activity Plan
Public Relations / Social Media Activity Plan
• Prevention Campaigns
• Donor Campaigns
• Media Mix
5. Prevention Campaigns
• Not Even For A Minute (NEFAM)
o Never leave children unattended
in or around vehicles
• Shaken Baby Syndrome (SBS)
Prevention
o Never Shake
• Safe Sleep
o ABCs
o 5 Steps
• Parent with Patience (PWP)
o Stress
o Words Help
o Little Kids Make Big Messes
o Strengthening Families
o 1 Childhood 4 Every 1
Strong Families, Safe Kids
6. Prevention Media Plan
All campaigns supported by the Public Relations / Social Media Campaign
Mediums Used
• Radio
• Print
• Metro Transit
• Digital Media
o Online Display Ads, Facebook Ads, YouTube Pre-Roll,
Instagram, Google AdWords
• Cable TV PSAs
Four Campaign Themes
• July/August – NEFAM
• December – Safe Sleep
• February/March – Parent with Patience
coupled with Tax Check-off
• April -- All Messaging *Child Abuse Prevention
Month & Strengthening Families
7. Listen (Radio):
NEFAM - Valuables
Radio Billboard
Watch (Cable):
NEFAM Cable Ad
July/August
Not Even For A Minute
(NEFAM)
11. • License Plate
License to Care
• Tax Check-Off
Coupled with PWP in Feb/March
• General Donations
o End-of-Year
o Matching Gift
o Memorial/Honorary
Other funding:
• Dedicated fees on marriage licenses & vital records
• Federal grant
Donor Campaigns
12. Three Statewide Campaigns
Mediums Used
Radio, Print, Metro Transit, Digital Media
(Online Display Ads, Facebook Ads, YouTube
Pre-Roll, Instagram, Google AdWords) & Cable
TV PSAs
• October – License Plate
• February/March -- Tax Check-off
(coupled with PWP)
• June -- License Plate
All campaigns supported by the Public Relations /
Social Media Campaign
Donor Media Plan
19. Public Relations Efforts
Integrated with all prevention & donor messaging
• Drive all traffic to website
• Year-round/monthly/weekly/daily
• Social Media
o Facebook Messaging
o Twitter
o Web
o Blogs
o Texting: Positive Parenting Messages
o Podcasts
o YouTube
o Prevention $ense
• Other PR Efforts, including news releases,
interviews, outreach (CAPM special
professional outreach.)
21. • Print – Rural Missouri Magazine
• Website
• Transit – MetroLink & Buses in
St. Louis & Kansas City
• Online – State Fair Advertising
• YouTube Pre-Roll
• Google AdWords
Media Mix
23. Social Media Campaigns
Prevention
• NEFAM
• PWP
• CAPM
o Developed in conjunction with MPP
Donor
• License Plate
• Tax Check-off
o CTF specific
o At Large Tax Check-off Program
Other
• Child Safety
• Parenting Tips
• Sexual Abuse Prevention Awareness
• Child Development
• Special Events
24. Child Abuse Prevention Month (CAPM)
CTF and its partners engaged in various activities and events to highlight April as Child
Abuse & Neglect Prevention Month in Missouri:
• Governor Jay Nixon presented the Missouri Prevention Partners (MPP) with a
proclamation declaring April as Child Abuse & Neglect Prevention Month in Missouri.
• Child Advocacy Day – Wednesday, April 1
• Go Blue Day in Missouri: Friday, April 10 *CTF created & distributed a related
electronic flier encouraging people to wear blue in support of prevention.
• CTF Prevention Conference Tuesday, April 14 & Wednesday, April 15 in Jefferson City
• Pinwheels for Prevention: Tuesday, April 14
• CTF sported blue handprints on its logo, electronic docs & educational materials.
• CTF Media/Social Media Activity Campaigns
• Missouri Prevention Partners (MPP) CAPMonth Committee Social Media Campaign
• Distributed the CTF CAPMonth Flier
• Updated the Calendar of Events section on the CTF website to highlight April
prevention activities
• Distributed the Making Meaningful Connections 2015 Prevention Resource Guide
• Truman Building Exhibit
• CTF/Missouri Kids Count Pinwheels for Prevention Display at the Truman Building
• Easter Award Presentation
25. Ongoing Initiatives
• State Departments Outreach
• Spanish Translation of Materials
• Matching Gifts
• Social Media Donation Programs
• Amazon Smile
• Giving Tuesday
• Online Display Ads
• Focus on:
o Strengthening Families Campaign
o Neglect Prevention Campaign
o Sexual Abuse Prevention Campaign
o Safe Sleep Campaign
o Firearm Safety in Homes
o Drug Endangered Children (MO DEC)
o Resource Guide
o Emotional Abuse
