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The Situation
The Children's Services Council was created to provide additional
funding and programs for the children of Palm Beach County.
It found that children's lives could not be improved without
also assisting parents to become better parents.
The Challenge
Develop a program that encouraged parents to seek assistance
and information.
The Response
A campaign plan was developed. Initially survey research,
both quantitative and qualitative, was used to both understand
parents' concerns and test themes and messages.
The campaign included advertising, radio and television commercials,
as well as a "field operation" and direct outreach
to parents.
The Result
As a result of the campaign, parents were driven to attend
parenting classes and obtain information that helped them
improve their parenting skills.
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