Talking About Better – A Child Welfare Messaging Narrative Ed Walz, First FocusOctober 8, 2013

It’s About This

A Message Narrative Message 2 Message 3 Message 4 Message 5 Don’t Cut Kids Planned Flexible Progressive

Remarkable Success

Today’s Child Welfare Conversation Focus: Child deaths and aging out Response: Firing and finger-pointing Frame: Tragic failure Consequence: Always on defense Focus: Response: Frame: Consequence:

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A Child Welfare Message Narrative

When the Audience - Doesn’t Know What We’re Talking About Family values means protecting and nurturing our children. When it comes to child abuse and neglect, that means … 1.We’ve got to strengthen families, so we can prevent abuse or neglect whenever possible. 2.And, when abuse or neglect happens, we must take swift but thoughtful actions that give kids the best possible chance to grow up in a safe, stable, loving, and supportive permanent home and build successful, independent adult lives.

When the Audience – Is Focused on Costs Tough times are the most important times to protect kids

When the Audience – Is Ready to Hear Solutions We know how to make progress – let’s build on what works and fix what doesn’t Or Doesn’t Believe Progress is Possible We know how to prevent these tragedies – let’s stop pointing fingers and start solving problems

When the Audience – Can Start Seeing a Payoff Leadership is paying off, and things are getting better for our children & our state 1.With stronger kids, families, & communities 2.And, with swift and thoughtful action to help abuse and neglect victims

When the Audience – Wants to Finish the Job If we maintain our commitment, we can build a state that reflects our values, where all kids are safe and have a chance to reach their potential

A Child Welfare Narrative Family values means protecting and nurturing children Tough times are the most important times to protect kids We know how to make progress – let’s build on what works & fix what doesn’t Leadership is paying off, and things are getting better We can build a state where all kids live safe and thrive

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Practical Applications

Kentucky doing better job protecting abused children, advocates say Sep. 7, 2013 Child advocates who have harshly criticized Kentucky’s often-secretive handling of abuse and neglect cases are giving cautious praise to a new report citing increased investigations and greater efforts to protect children. … “Can we learn lessons that keep tragedies from happening?” Brooks said. “We’re in a much better place today on that score than we were two years ago.” Brooks also called for improvements, such as creating a blue-ribbon panel of experts that would investigate individual deaths in a similar way that the National Transportation Safety Board mobilizes to review plane crashes. State Rep. Tom Burch, D-Louisville — who promoted the creation of a new external review panel to examine child abuse deaths and make recommendations for improving child protection — said the report shows the cabinet “stepping in the right direction.” … In Practice – News

In Practice – News Responding to Tragedy Preventing child abuse: We know how, but why don't we? During the past several weeks and months, local headlines have delivered us a steady stream of horror stories: child after child, burned and broken, molested and murdered. Jeanette Maples, Mahonarye Noa, a little boy known only in court documents as "R.H." and numerous others whose names we don't know. All Oregon children, abused – sometimes to death – by their parents and foster parents. As one of the organizations in the state advocating for the needs of children, we read these headlines with a particular sense of sadness and outrage. Quite simply, we know how to make kids safer. Year after year, we take this message to the halls of the Capitol. Too many times, we are told that there is no room in the budget for the programs and services that strengthen families and save children's lives.

In Practice: Grassroots

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Thank you Ed Walz Vice President, Communications First Focus

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