We have had a long working relationship with the Pennsylvania Department of Human Services. One of our most satisfying projects for them was developing a campaign to help people recognize the signs of child abuse and act on them sooner.

Significant changes to Pennsylvania child abuse clearance and reporting laws made it clear that protection of our children is a shared responsibility. We knew kids were depending on us to be a voice for change by promoting the reporting of suspected child abuse and neglect and educating those working or volunteering with kids about the importance of having the right clearances.

Toward that end we created the “Keep Kids Safe” campaign. Using a storytelling style that made the new legislation personal, we focused on having the knowledge to question; training to get certified; compassion to listen and see; and courage to report suspected abuse.

We conveyed our messaging through a website, which saw traffic increase by an average of 66% each month, along with TV spots, online videos, radio commercials, print and outdoor advertising delivered in English and Spanish.