This document outlines the Foundation for Child Abuse Prevention's advertising and media activity plan for 2015-2016. Key elements included prevention campaigns on not leaving children unattended in vehicles, shaken baby syndrome, safe sleep practices, and positive parenting. Donor campaigns focused on the license plate program and tax check-off. The foundation used various media like radio, print, billboards, online ads, and PSAs on TV and social media to promote these initiatives. Special events were also held during Child Abuse Prevention Month in April.
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
