PCA CA - Reframing the Message

The insight gained through recent strategic frame analysis research, conducted by FrameWorks Institute for Prevent Child Abuse America, has allowed our Chapter to re-evaluate our prevention message and the tools we use to present our message to the public.

Historically, the blue ribbon has been the 'national symbol' of child abuse awareness for nearly 15 years. While the ribbons have served the purpose of increasing awareness of the prevalence of abuse and neglect in our communities, the messages developed around the ribbons have become a barrier to advancing the issue in terms of systemic change, societal solutions and policy priorities.
               
As the focus of our message shifts from the problem of abuse to the solution of effective prevention, a new campaign represents this shift...It Only Takes a Minute™. The campaign is designed to appeal to a mass audience - children, families, legislators, funders, and advocates - and be easily adaptable for implementing the message through a wide variety of mediums.  Click here to see the most up to date information about the campaign.

After extensive research and focus groups conducted across the state, It Only Takes a Minute™ emerged as a perfect fit for moving the public from awareness to action.  It Only Takes a Minute™ is intended to provide the public with opportunities to get involved, take action, and make a difference in the life of a child.

For more information on strategic frame analysis, visit FrameWorks Institute by clicking here.