1. 2013-2014

2. Key Audiences
• Missouri Residents
• Grantees
• Donors

3. • Missouri Foundation for Child
Abuse Prevention
• Strong Families, Safe Kids
• Preventing Child Abuse & Neglect
through Grant Distribution,
Education & Awareness
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)
~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
Strengthening Families Initiative (SFI)

6. 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
Prevention Media Plan

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. Listen:
Uh Oh
Stuff Happens

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

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

12. 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
Donor Media Plan

14. Listen:
SFX
Too Early
You Do We Do

15. Listen:
Everyone’s Responsibility
The Beach

16. Listen:
Do It For Me
SFX
You Do We Do – Kids
Everyone’s Responsibility

17. Watch:
Kids Count on Us
Not Even For A Minute

18. • 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
Media Mix

19. KIRK-FM
Macon
KRES-FM
KJEL-FM
KTXR-FM
KKLR-FM
Poplar Bluff
Macon
Ralls
Pike
St. Francois
Bollinger
CapeGirardeau
M
ontgomery
Gasconade
St. Charles
St. Louis
St. Louis City
New Madrid
Pemiscot
Texas
Dunklin
Christian
Barry
KCLR-FM
Columbia
WSDD-FM/
WEW-AM
St. Louis
KCHZ-FM/
KDTD-AM
Kansas City
KJFM-FM
Louisiana
WGEM-FM
Quincy
KYRO-AM/
KFNS-FM
Troy
KTUI-AM/FM
Sulliv an
KFAL-AM
Fulton
KTTR-AM/FM
Rolla
KUKU-AM/FM
Willow Springs
KMIS-AM
Portagev ille
KBOA-FM/
KGLU-FM
Kennett
KCRV-AM
Caruthersv ille
KWOS-AM
Jef f erson City
KWRT-AM
Boonv ille
KMMO-AM/FM
Marshall
KTTN-FM
Trenton
KOKO-AM
Warrensburg
KDKD-AM/FM
Clinton
KCHI-AM/FM
Chillicothe
KAAN-AM/F2
KAAN-FM
Bethany
KBFL-FM
Buf f alo
KRWP-FM
Stockton
KDMO-AM
Joplin/Carthage
KNEM-AM/
KNMO-FM
Nev ada
KZRG-AM/F2
KZYM-AM
Joplin
KRMO-AM
Monett
KJPW-AM
Way nesv ille
KTKS-FM
Versailles/Osage Beach
KKOZ-AM/FM
Av a
KMEM-FM
Memphis
KSGF-AM/FM
Springf ield
KSWM-AM
Aurora
Macon
Ralls
Pike
St. Francois
Bollinger
CapeGirardeau
M
ontgomery
Gasconade
St. Charles
St. Louis
St. Louis City
New Madrid
Pemiscot
Texas
Dunklin
Christian
Barry
Adair
Andrew
Atchison
Audrain
Barton
Bates
Benton
Boone
Buchanan
Butler
Caldwell
Callaway
Camden
Carroll
Carter
Cass
Cedar
Chariton
Clark
Clay
Clinton
Cole
Cooper
Crawford
Dade
Dallas
Daviess
DeKalb
Dent
Douglas
Franklin
Gentry
Greene
Grundy
Harrison
Henry
Hickory
Holt
Howard
Howell
Iron
Jackson
Jasper
Jefferson
Johnson
Knox
Laclede
Lafayette
Lawrence
Lewis
Lincoln
Linn
Livingston
McDonald
Madison
Maries
Marion
Mercer
Miller
Mississippi
Moniteau
Monroe
Morgan
Newton
Nodaway
Oregon
Osage
Ozark
Perry
Pettis
Phelps
Platte
Polk
Pulaski
Putnam
Randolph
Ray
Reynolds
Ripley
St. Clair
Ste. Genevieve
Saline
Schuyler Scotland
Scott
Shannon
Shelby
Stoddard
Stone
Sullivan
Taney
Vernon
Warren
Washington
Wayne
Webster
Worth
Wright
KCLR-FM
Columbia
WSDD-FM/
WEW-AM
St. Louis
KCHZ-FM/
KDTD-AM
Kansas City
KJFM-FM
Louisiana
WGEM-FM
Quincy
KYRO-AM/
KFNS-FM
Troy
KTUI-AM/FM
Sulliv an
KFAL-AM
Fulton
KTTR-AM/FM
Rolla
KUKU-AM/FM
Willow Springs
KMIS-AM
Portagev ille
KBOA-FM/
KGLU-FM
Kennett
KCRV-AM
Caruthersv ille
KWOS-AM
Jef f erson City
KWRT-AM
Boonv ille
KMMO-AM/FM
Marshall
KTTN-FM
Trenton
KOKO-AM
Warrensburg
KDKD-AM/FM
Clinton
KCHI-AM/FM
Chillicothe
KAAN-AM/F2
KAAN-FM
Bethany
KBFL-FM
Buf f alo
KRWP-FM
Stockton
KDMO-AM
Joplin/Carthage
KNEM-AM/
KNMO-FM
Nev ada
KZRG-AM/F2
KZYM-AM
Joplin
KRMO-AM
Monett
KJPW-AM
Way nesv ille
KTKS-FM
Versailles/Osage Beach
KKOZ-AM/FM
Av a
KMEM-FM
Memphis
KSGF-AM/FM
Springf ield
KSWM-AM
Aurora
KKWK-FM
Cameron
KZIM-AM
Cape Girardeau
KDFN-AM
Doniphan
KREI-AM
Farmington
KJFF-AM
Festus
KIRX-AM
Kirksv ille
KBNN-AM
Lebanon
KXEO-AM
Mexico
KWIX-AM
Moberly
KSMO-AM
Salem
KDRO-AM
Sedalia
KSIM-AM
Sikeston
KFEQ-AM
St Joseph
KWRE-AM
Warrenton
KSLQ-FM
Washington
KWPM-AM
West Plains
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