Building Resources for Effective Public Awareness Campaigns: A Toolkit for Practice

The purpose of this toolkit is to assist Community Based Child Abuse Prevention (CBCAP) State Lead Agencies (SLAs) and their partners in developing effective public awareness campaigns using common approaches such as storytelling and promoting social norms to strengthen prevention initiatives to prevent child abuse and neglect.  This toolkit does not include specific promotional materials, case studies, or sample letters that you may find in other public awareness campaign toolkits.  This toolkit is about the process in developing an effective public awareness campaign.  Each section includes information, specific process examples from CBCAP state leads, and links to resources.  We hope you find this toolkit helpful in your work and look forward to your feedback, including suggestions, examples to be added, and information to make the toolkit more useful.  If you have any questions or feedback, please contact admin@friendsnrc.org 

Are Public Awareness Campaigns Effective?

Research conducted in the areas of health prevention and promotion has found public awareness campaigns to be effective, but effectiveness depends…on a lot of factors.

Identify
Partnerships

Examine the landscape to determine if your public awareness campaign relates to other active initiatives at the local, regional, state, or national level.

Determine Your
Target Audience

Who do you hope to reach with the campaign?

Tailor the Message to the Target Audience

Messaging presents facts about the key issue to educate the individual, community, or society. Your audience may vary in terms of knowledge of the topic.

Multiple Communication Methods

Keep in mind that all of us are exposed to messages and ads throughout our day.

Invest Time and Resources in Evaluation

Messaging presents facts about the key issue to educate the individual, community, or society. Your audience may vary in terms of knowledge of the topic.

Examples of Public Awareness Toolkits

Seeking specific examples of Public Awareness /Communication Toolkits?

Final Thoughts

The ability of CBCAP Leads and their partners to communicate the prevention of child abuse and neglect clearly and convincingly is one of the many activities authorized under CBCAP.

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