1. Public Service Campaign 2007-2008

3. Selection Process RFP –Three key criteria Potential impact Ad 2 Madison could make Ability to meet expectations and deadlines Anticipated working relationship with client

4. Mission: To prevent child abuse and neglect, strengthen families, and promote healing of those affected by abuse Parental Stress Center PreventStrengthHeal

5. Core Beliefs WorthGrowth Dignity Potential Support IndependenceResponsibility

6. Services Parent Stressline –608.241.2221 Families United Network (F.U.N.) –Weekly dinners –Play dates Oasis –Sexual abuse counseling

7. The Center’s Challenges Lacking name recognition Currently not delivering a consistent image and message for the organization Lack of materials, tools and resources to provide public awareness

8. Opportunities Spanish speaking staff Parent Advocate activity Multi-tiered programming Gateway to other services at Parental Stress Center

9. Research Survey to Parent Advocates Reviewed questions from their call log Reviewed a few call logs Reviewed the training that the Parent Advocates receive

10. Campaign Objectives Increase the call volume Build an awareness campaign Increase parent advocate activity

11. Target Audience Adults in Dane County 18-49 who are parents with children ages newborn to 17 years old

12. Critical Insights abuseneglect alone help

13. Creative Strategy Spa Welcoming Soft Gentle Soothing

14. What’s in a Name… Canopy- a protective covering; the uppermost spreading branchy layer of a forest Source: Merriam-Webster

15. Identity We’re about kids ♥ We’re about those who care for them™

16. Identity Package

17. Postcard

18. Print

19. Valpak Insert

20. Radio

21. TV

23. Canopy Center in the news Stopping Parental Stress –NBC 15 Executive Director called to comment on Run- away mom Comeback –The MIC 92.1 Executive Director interviewed with mother and daughter who co-authored a book on abuse and incest

24. March April May June July Broadcast TV Cable TV Radio Print Website Print Media Timeline

25. Campaign Value Radio: 52% Print: 8 % Cable TV: 19% Broadcast TV: 19% $ 110,337

26. Results Impressions total = 5.3 million Calls - 25% increase YouTube hits 155 in two months of posting

27. Intangibles Empowerment Created a strong identity and brand –Integrated campaign –Built brand awareness Fostered future media/vendor relationships

28. Conclusion Research: Stress triggers Strategy: Reach the parents on an emotional level Promise: Offer of support Results: Multi-tiered media campaign = 25% call increase

29. Public Service Campaign 2007-2008