About Advertising / CSE Best Practices

Child support offices have successfully used several advertising methods to build awareness of child support:

• Public Service Announcements (PSAs)
  
  In Ventura, Calif., a multimedia campaign in Spanish has reduced misconceptions about child support enforcement in the Hispanic community and increased collections.
  
  The campaign featured the theme that being a parent, especially a single parent, is one of the toughest jobs in the world—and that child support enforcement services can make that job easier. It listed services offered and contact information. Its images showed parents of different ethnic origins and genders interacting positively with their children.
  
  Its ads appeared in these places:
  • On cable TV, with the Spanish version airing on Galavision, a popular Spanish-language station.
    
  • In print, in the English and Spanish sections of a leading newspaper, the Ventura County Star, as well as in La Vida, a weekly publication for the Hispanic community.
    
  • On the radio, in English and Spanish. Two different Spanish ads ran on a variety of Spanish radio stations.
    
  • On flyers, in Spanish and English, for the Driver’s License Buy-Back Program distributed throughout the county at public agencies, social services agencies, and community bulletin boards.

Illinois has submitted two PSAs per month to 40 affiliates at English and Spanish-language radio stations. These ads cover paternity establishment, child support services, and legal questions on fatherhood. They have been timed to air around certain holidays, such as Mother’s Day, Child Awareness Month in August, etc.

Illinois has also produced PSA videos (15, 30, and 60 seconds long) that focused on the involvement of both parents and paternity establishment. They distributed hundreds of these PSAs to Head Start and Child Care staff and to parents at conferences and meetings.

Washington State produced a PSA in Spanish and English as part of its Madrina Project.

 

• Radio Shows
  
  The child support office in Yakima, Wash., has used local call-in Spanish radio talk shows, such as Radio Cadena (KDNA 91.9 FM, “Talking with Ninfa [Gutierrez],” to share vital information with Hispanics who are unfamiliar with child support services. Funding for Radio Cadena comes from National Public Radio.
  
  In Loma Linda, Calif., a quarterly 30-minute radio call-in program has increased understanding of child support and improved relations with the Hispanic community. The agency’s outreach fund supported the effort, which presented information and answered questions about child support. The program received many calls during the call-in portion, as well as many requests for return engagements. Presenters were cautious of emotional questions. They attempted to first understand, and not to respond with emotional answers.
  
  On a radio show in Houston, Texas, listeners have called in with questions and comments and child support staff have responded. Houston Regional Administrator David Balladares regularly conducted a Q&A session at Radio Tremanda (Spanish-language radio station, 1010 AM).
  
  In addition, Wisconsin has used paid radio spots to advertise its services.

 

• TV Shows (Yakima, Wash.)
  
  A bilingual child support video featuring the director of child support services has appeared monthly on a local cable access, for free.

 

• Word-of-Mouth
  
  In Yakima, Wash., a local Child Support officer developed a group of local women called Madrinas who were trained in child support enforcement issues. These women worked as informal community spokeswomen on child support enforcement, speaking to Hispanic women in rural areas. The Madrinas also worked closely with a local AM radio station that provided talk show information about community issues.