City Officials to Launch Public Awareness Campaign
Rochester Safe Start has launched the second phase of its Shadow of Violence integrated media campaign. Rochester is one of 11 communities across the country selected by the Office of Juvenile Justice and Delinquency Prevention (OJJDP) for a Safe Start grant.
"The Department of Justice is proud to support the efforts of Rochester Safe Start. A child who witnesses or is exposed to violence at a young age can experience severe trauma and Rochester Safe Start has helped provide these children with a chance to succeed in life," said J. Robert Flores, Administrator of the OJJDP. "Rochester Safe Start's media campaign will go one step further to educate the community about the long-term impact of violence in the life of a child and how a caring adult world can make all the difference for children exposed to violence".
The Shadow of Violence campaign carries the message that:
- Violence harms children
- Caring adults can help
- Other help is available by calling 2-1-1
"We thought that many people were unaware that exposure to violence harms children under six years old, but our research showed that in fact there is a high degree of awareness. What's needed are ways to mobilize and direct that concern, so that people can respond in a helpful way" added Deborah Johnson, who directs Rochester Safe Start and manages Children's Institute's National Services."
This phase of the campaign was developed with the assistance of the Ad Council of Rochester, Children's Institute and DDC Marketing. Communication elements include a television public service announcement, print ads, posters, brochures and a 9-minute video for use in presentations.
The campaign uses powerful central images of children menaced by the shadows of domestic or street violence, and then shows that "A little caring makes a huge difference." Presentations in high crime neighborhoods will augment other media and offer residents concrete suggestions of what they can do if they know a child who has seen violence at home or in the neighborhood."
"Public health campaigns have been effective in changing attitudes and behavior about drunk driving and smoking," said Dr. Andrew Doniger, MD, MPH, Director of Public Health for Monroe County. "Rochester Safe Start has already had an impact on factors that influence ‘bystander' willingness to respond to children exposed to violence (CEV)."
Doniger continues, "A market survey before and after the first phase of the campaign in 2003 found that after the campaign, individuals in high crime areas of Rochester were more likely to respond to actual instances of child exposure, whereas there was no discernible change in the comparison community. We hope to build on that initial success."
According to Ad Council president Todd Butler, "The Ad Council is dedicated to supporting campaigns and programs that generate measurable results for the projects we support.
We're confident the Shadow of Violence campaign will continue to make a difference in our community."
A number of other local creative people and organizations donated their time and talent to help create this campaign. David Reece, formerly of Idea Connections and now with Adam Communications, conducted the focus groups which shaped the Phase Two approach and developed the concept for Phase Two, along with Rachel Spence. Donna DeClemente, whose DDC Marketing Group developed this phase, assumed leadership of the creative work in August 2005. Doug Potter wrote and directed the PSA and short video. Jeff Mead of POV/Rose Films served as videographer and provided post-production for the TV commercial and video. Walter Colley of Walter Colley Images provided photography for all print pieces. Steve BonDurant headed the team at Icon Graphics that designed the brochure, poster and print ads. Mt. Hope Family Center, Peter Castle Family Resource Center, School #8, Grace United Methodist Church and Children's Institute provided sites for filming.
The mission of Children's Institute is to strengthen children's social and emotional health.Through sound research and evaluation, Children's Institute develops and promotes effective prevention and early intervention programs, materials and best practices for children, families, schools and communities.
First phase of Rochester Safe Start Public Awareness Campaign
