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Turning Point: Engaging the Public on Behalf of Children (HTML)
By Advertising Council, Inc. , Eds.
2004

Summary: This report presents the results of a survey of 1,000 adults to examine public attitudes regarding children in 2003. In 1996, less than one-quarter (23 percent) of all Americans used positive words to describe children. 2003 survey results indicate that almost twice as many Americans (40 percent) use positive terms to describe children. The majority of Americans believe that parents are responsible for raising children with the support of others in their communities. The circle of support for children has expanded, and the public’s willingness to help has increased. Data suggest that more adults than ever before are willing to build networks of support for children in neighborhoods and communities throughout the country. The following suggestions are offered for engaging the public on behalf of children: (1) do the research, (2) focus the message, (3) make the message motivating and persuasive, (4) be sensitive to tone, (5) choose the messenger(s) carefully, and (6) keep abreast of demographic trends. Survey methodology, results, and demographics are appended.

Index Terms: Early Childhood Education, Outreach, Public Awareness, Public Opinion, Attitudes, Mass Media, Public Relations

Sponsoring Institution (or Funding Source): Annie E. Casey Foundation and MetLife Foundation

Publication Type: Reports (Descriptive)

Pages: 44 pages
Language: English
URL: http://www.adcouncil.org/download.aspx?id=432

Availability
Advertising Council, Inc.
261 Madison Avenue
New York, New York 10016
212-922-1500
turningpoint@adcouncil.org
http://www.adcouncil.org/

 
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