PREVENTION EDUCATION

Since 1972, Prevent Child Abuse America has played an important role in changing public attitudes toward child abuse. Through a variety of activities, Prevent Child Abuse America worked to lead the public in taking a more informed and active part in child abuse prevention. Public opinion polls have indicated that over the years, the percentage of people aware of the problem has greatly increased.  We believe that our media campaigns during these years educated the public about the problem, and significantly influenced public opinion. Once this was achieved, our goals expanded to encourage more people to become actively involved in preventing child abuse.  

Today, the general public realizes that everyone has a role to play in preventing child abuse and neglect.  In addition, the public is aware of the long-term effects of maltreatment on children and the rest of society, and is interested in learning about ways to help solve this serious problem. 

Prevent Child Abuse America’s goal is to inform the public about the many opportunities available for each person to help solve the problem of child abuse. In partnership with the Advertising Council and Foote, Cone & Belding, we are working toward this end through our latest national media campaign on emotional neglect. This new public service campaign has a great potential to educate the public about what emotional neglect is and how it can affect children.  A 30-second television spot and print materials, including billboards, transit cards, and newspaper and magazine ads, will provide visible support for the campaign.  Also, radio spots will be distributed nationally and materials for Spanish-speaking audiences will be available.  

Our public service announcements offer people the opportunity to get involved in our Healthy Families America initiative, and provide a toll-free telephone number to call for information about the program.  We continually work to refine the 800-CHILDREN number to provide quality services and assistance.  When people call this number, they are connected either to our national office in Chicago or to a Prevent Child Abuse America chapter in their state.  We send each person who calls a fulfillment piece, containing various materials on child abuse prevention efforts in communities and ways to become more actively involved. This campaign has helped gain national recognition for the HFA initiative, and has offered the opportunity for Prevent Child Abuse America chapters to promote Healthy Families efforts on the local levels. 

Last year, several celebrities generously volunteered their time and talent to reach the public with messages about the importance of positive parenting.  Among these celebrities were Michael Bolton, Honorary Chairman of Prevent Child Abuse America; Andre Agassi; Michael McDonald; and Little Anthony and The Imperials. In a similar effort, the NBA supported Prevent Child Abuse America by developing public service announcements, featuring Glen Rice of the Charlotte Hornets, which aired during the 1997 play offs. NBC-TV invited Prevent Child Abuse America back for the second year to participate in a special public service announcement series.  As part of their  “The More You Know” series hosted by well recognized actors, NBC featured two spots on child abuse in their programming.  One message was delivered by Eriq LaSalle and the other by Tony Danza.  We are grateful to NBC for their partnership in helping us educate the public about parenting practices.  

This past year, our media campaigns were aided by special focus on Prevent Child Abuse America activities. Several magazines and television programs, targeting the importance of early childhood development, featured our Healthy Families America initiative. During Child Abuse Prevention Month in April 1997, ABC-TV aired “I Am Your Child,” hosted by Tom Hanks and co-written by Executive Producer, Rob Reiner. The program focused on the critical importance of the earliest years of a child’s life, and highlighted in particular the HFA site in Hampton, Virginia. Following the ABC special, Newsweek magazine in their “Your Child” Special Edition featured HFA as an effective tool for nurturing a child’s cognitive development and strengthening parent and child relationships.  In addition to Newsweek, Time and People Magazine have also dedicated special issues to these topics.   

In 1997, Prevent Child Abuse America’s early focus on public education continues to be a priority. From the very first educational pamphlet titled, “What Every Parent Should Know,” to the dozens of titles currently available, Prevent Child Abuse America produces a great variety of materials about parenting, discipline, and child abuse for professionals and the general public.   

Last year, we introduced a new publication in our series of Marvel comic books.  This latest edition focuses on fathers and their importance in the lives of their children. Another new offering included a parent publication, “Great Beginnings with Your Baby.” This book offers solid step-by-step guidelines on newborn care, and vital information on infant physical and emotional development to help parents with their new responsibilities. 

To provide the public with the most current information about child abuse and neglect, we continue to develop and update working papers on topics in which rapid changes or new trends are emerging.  Additionally, Prevent Child Abuse America produces a series of fact sheets providing statistics and answers to commonly asked questions on various issues related to child abuse.  Examples include a summary of data retrieved from our annual fifty states survey, information about domestic violence, and reports on child fatalities.  Also, our Monthly Memorandum continues to update our chapters, professionals, and the general public on current events at Prevent Child Abuse America, national trends, and new findings in the  field.   

Much of our information and resources is available on our Web site.  We encourage people to visit the site to receive information in a quick and efficient manner.  In 1998, our Web site has more than doubled to include critical information such as a list of resources for parents and service providers, a section devoted to help for children, all of our most recent fact sheets, and suggestions on ways that the public can help to prevent child abuse. 

One of our most popular materials on prevention is our Child Abuse Prevention Packet, which is produced and distributed by the thousands annually.  Although we focus on April, Child Abuse Prevention Month, the packet is useful year round for individuals, families, communities, and service providers. These packets offer materials that can be reproduced and distributed to help involve communities.  This year, we chose the theme "Teaming Up To Keep Kids...SAFE AT HOME”  

In an effort to spread the word about prevention, the American Amusement Machine Association annually provides Prevent Child Abuse America and its Chapter Network with a positive parenting poster.  In 1997, the poster featured Tom Gugliotta of the Minnesota Timberwolves with the parenting message, “When it comes to the family, kids shouldn’t have to play defense.” 

Each year, thousands of people contact us seeking information, help, and resources. We are proud that they turn to us as a leading source and authority on child abuse and neglect. We are committed to offering quality service and assistance to each person who calls or writes to us.