Successful strategies for marketing
a Blue Ribbons for Kids campaign

A successful community awareness campaign starts with a well-designed marketing plan. It is important to look at your message from the point of view of your audience and think about what behavior you want to change and how you will reach your audience so that they can take action.

The most effective child maltreatment prevention awareness initiatives are targeted, local and responsive to the cultural context of each unique community. Each community has different definitions of child abuse and neglect, different ways to approach the issue and different methods and responses to the issue.

Understand your target audience

Developing an effective campaign requires a thorough understanding of your target audience. Before you start planning a Blue Ribbons for Kids campaign, it is important to address the following questions:

• Who is the best audience for messages about child abuse prevention? Target audience examples include: parents, businesses, adolescents, medical professionals, school staff and government agencies.
• What methods of communication will be most effective to reach your target audience and change their behavior? Examples include: events, posters, public displays, print materials, radio public service announcements, newspaper articles and television advertisements.
• Will your target audience identify with the need to change behavior or take action? What objections might the target audience have?
• What other organizations or groups in your community target similar audiences or have similar goals? How can your organization collaborate and partner with other groups?

Marketing strategies adapted from the U.S. Department of Health and Human Services, Administration for Children and Families - Child Welfare Information Gateway.