II. Transforming the Future through Dynamic Targeted Initiatives Reframing: Effective Communication for Creating Change

II. Transforming the Future through Dynamic Targeted Initiatives Reframing: Effective Communication for Creating Change Definition and Purpose The prevention field recognizes that most of the current messages regarding the importance of preventing child abuse and neglect have the unintended consequence of distancing the public from this issue rather than building strong public will to resolve it. Efforts in previous years to generate awareness of child abuse and neglect have not been shown to be effective in mobilizing efforts to end this serious problem. Furthermore, families in need of prevention services do not associate themselves with the severity of publicized child abuse situations; too often parents hesitate or do not access services at all until harm has occurred (Lebow, 2005). Several years ago, the Doris Duke Charitable Foundation partnered with Prevent Child Abuse America in groundbreaking work in this area. They engaged FrameWorks Institute and its partner organizations, Public Knowledge and Cultural Logic, in conducting research regarding the messages that mobilize public will to support child abuse prevention. The is taking a leadership role in reframing its own work and assisting CTFs in reframing their own thinking and ideas. Throughout this document, a range of vocabulary is used that reflect both the old and the new ways of thinking and talking. We are moving from a prevention model to the development of strength-based language to reflect new ways of thinking about supporting healthy children, strong families and thriving communities. We do not yet have new s to fully reflect these changes, so our goal is to use language in this document that helps bridge this gap. Framing is about values and ideas that influence perceptions and opinions. Frames are pre-built messages embedded in an individual s mind. They are created by a mixture of personal experiences, values, beliefs and exposure to the topic or issue (Prevent Child Abuse North Carolina). According to the FrameWorks Institute s toolkit, Framing Public Issues, reframing is the provision of a different lens for the processing of new information (2002). George Lakoff, in Don t Think of an Elephant! Know Your Values and Frame the Debate, adds that framing is not just language. The ideas are primary - and the language carries those ideas, evokes those ideas. He further states, Framing is about getting language that fits your worldview (2004). The current reframing movement in the child abuse prevention field uses strength-based language to engage different s ones that make sense to most people and that generate a sense of action rather than hopelessness about the issue. Many of the current messages regarding strengthening families and preventing child maltreatment operate from a deficit-based, rather than a strength-based approach. Images of battered children or numbers of child deaths due to abuse do not seem to be effective in preventing child maltreatment. Much of the prevention field is interested in pursuing a new that promotes shame-free, positive images of healthy families National of Children s Trust and Prevention Funds Plan for 2006 2011 8

and children. The is prepared to take a leadership role in the promotion and development of positive new prevention s. Research From the Field In 2005 and 2006, the collected a range of data from CTFs through its Inventory of Prevention Strategies and Assessment of Organizational Capacity survey instruments (see Appendix for details). The results of these surveys indicate that some state CTFs have begun to re their prevention activities, creating promotional that are strength-based and that normalize the difficult role of parenting. These states have shared their successes with the network via presentations at the s annual membership meeting and postings on its listserve. They will work with the communications committee of the board of directors and others to help implement reframing efforts on a national scale. Discussions among members, the board and the National Working Group indicate their strong desire for the to create a brand identity and to help the CTFs to translate or re their prevention activities as asset and evidence-based. The s inventory and assessment survey results underscore the readiness of the CTF network to participate in reframing efforts. Of the 81% of members (37 CTFs) that submitted strategies to the inventory, more than half (18) indicated that they have a specific public awareness strategy. Their campaigns focused on Shaken Baby Syndrome as well as safety messages and other creative demonstrations that conveyed prevention messages on such media as bill boards, buses and other vehicles. Forty-one percent of respondents agreed that their respective CTF used the message that parenthood was a challenging responsibility and that child abuse can be prevented by helping parents understand parenting. In addition: At least 913,613 individuals viewed or received some public education product such as a brochure, flyer or newsletter. The average cost to deliver the message was $1.47 per recipient. Nine CTFs indicated they provided funding for Child Abuse Prevention Month activities. A total of $1,343,216.00, among the CTFs was reported as devoted to public awareness. Data collected from the s assessment of organizational capacity of CTFs further indicate support for reframing messages. Data were gathered from a total of 96 respondents, including CTF executive directors, staff, board members and s. When asked whether and how the CTF is reframing messages, 77% of the 72 respondents who answered the question indicated that their CTF was aware of the reframing effort and that it informed at least a portion of their development. Fifteen percent of respondents had some with red messages and were seeking feedback. Nearly 20% were working on applying red messages in National of Children s Trust and Prevention Funds Plan for 2006 2011 9

selected programs, and 26% were developing ideas but had not yet identified how to convey the red messages in their programming. Assessment respondents were also asked to react to four alternate messages. When asked which of four themes illustrated the approach used by the CTF to communicate the importance of child abuse prevention, 41% of respondents selected a message that conveyed parenthood as a challenging responsibility and ended with the statement that child abuse can be prevented by helping parents understand parenting. When asked which of the approaches motivated them personally, 39% chose the same message. Their reasons for selecting a specific approach were: efficacy, ability to get state or federal funds, consistency with the family support model, evidence of historical studies, decision by their advisory board or consistency with the CTF s strategic plans. In a July 24, 2006, teleconference discussion the held with 12 CTF representatives, the CTF staff in attendance expressed strong interest in renaming Child Abuse Prevention Month, held in April of each year, to promote strength-based parenting activities. In the same meeting, they expressed a desire for a unifying message to include in their public service announcements and other promotional and also a need to strengthen members capacity to address all four levels of the ecological model. Thirty of the CTFs serve as their states lead agencies for Community Based Child Abuse Prevention (CBCAP) funds. In spring 2006, the FRIENDS National Resource Center for CBCAP conducted an annual needs assessment among state lead agencies, the results of which indicated a high level of need in the area of communication, message development and marketing. Out of a possible 53 respondents, 41 completed the survey (a 77% response rate). A combined 43% indicated they had a high or the highest level of need for technical assistance in this area, and an additional 25% indicated a moderate level of need. These findings were not dissimilar to the findings in the 2005 needs assessment of CBCAP lead agencies and are further indication that the field in general is ready to develop new prevention s. Further, in the white paper, Reframing Child Abuse & Neglect for Increased Understanding & Engagement: Research Findings & Their Implications (2004), Kevin Kirkpatrick describes an initiative undertaken by Prevent Child Abuse America (PCAA) to re the issue of child maltreatment for increased understanding and engagement. The initiative s research team, FrameWorks Institute and its partners, Public Knowledge and Cultural Logic, reviewed a large number of public awareness research documents, conducted one-on-one interviews and focus groups and conducted reviews of news coverage of the issue to assess the effects of current prevention messages. Kirkpatrick suggests in the resulting white paper that additional messages about the seriousness or pervasiveness of child maltreatment are unlikely to have an effect on public engagement and that continuing to rely on current strategies and messages will undermine efforts to advance a reframing movement. National of Children s Trust and Prevention Funds Plan for 2006 2011 10

The prevention field has been successful in some areas and has created challenges in others. According to Reframing Child Abuse and Neglect: A Practical Toolkit, overall, the research showed that the strategies and messaging used by child advocates has been successful in many regards. Americans are remarkably and broadly informed on the issue of child maltreatment, although their sense of its scope in terms of the number of affected children is exaggerated. In fact, their concern and definition of the issue extends beyond physical abuse to other forms of abuse, and they recognize the long-term affects of abuse. The public also understands that child maltreatment is a problem passed from one generation of parents to another, even though they misunderstand why that phenomenon occurs (2006). The authors of the Reframing Toolkit further state, due to the communications climate created by child advocates over the years, child abuse is now seen as extreme and intentional, perpetrated by bad people, and probably not preventable. As a result, there is an automatic default to reporting instances of child maltreatment, but cynicism about its effectiveness. In fact, most people think prevention means reporting, making society s role strictly punitive (2006). Clearly, this issue is one that merits significant attention and the will work closely with FRIENDS, other national organizations, the CTFs, and federal agencies to contribute to supporting the CTFs and the child abuse prevention field in creating needed changes. Approach The will facilitate the creation and dissemination of a new messaging that both the and the CTF network can embrace and that will ultimately engage the general public and influence public policy. The will shift from prevention to promotion and from deficit-based to strength-based messages across all levels of the ecological model. By the end of year one, the will develop and disseminate a white paper, based on a review of the literature and other pertinent documents, including interviews and discussions with experts in the field. By the end of year two, it will develop an action plan and field test it in pre-selected sites around the country. Additional funding will be sought for dissemination of a reframing toolkit and technical assistance to the CTFs. Partnerships and collaborations will be developed and maintained and used to disseminate the new s. By the end of year five, the new s will be reflected in the website and all of its, and will be used by more than half of the CTF network and the programs they fund. By incorporating this common set of s at the national, state and community levels, we anticipate that the population at large will recognize and positively respond to the new s. National of Children s Trust and Prevention Funds Plan for 2006 2011 11

The will work through its communications committee to implement this component of the plan. The committee which will be comprised of CTFs experienced in reframing, members of the National Working Group, parent leaders and other identified experts in the field, will meet regularly via teleconference and face-to-face at least once each year, likely in conjunction with the s annual membership meeting. Several CTFs are already engaged in major reframing activities and their experiences and expertise will be important elements of this work. The will work closely with these CTFs and will also reach out to other organizations and individuals who have carried out reframing activities to explore some of the challenges and possible barriers to successful strategies. This information will be collected and synthesized in a white paper to be disseminated to the CTF network and any other interested groups, that will address the state of reframing as it relates to the prevention of child maltreatment and provide evidence that newer s will be more effective in leading to healthier children, stronger families and thriving communities. To reach CTFs in various stages of transitioning their messaging it will reference both traditional ways of thinking and communicating about prevention and the new strength-based communication models that are more likely to achieve the desired effects. A possible barrier for the work is that some individuals, CTFs, funders and especially public relations firms, do not want to re. Their thinking, or current, is that the sensationalism of child abuse and neglect is an effective way to gain attention to the issue. The will gather evidence demonstrating the effectiveness of a re-d approach to communicating about child abuse and neglect. After disseminating the white paper, the will collect and review existing tools to assist in the reframing effort and develop new tools as needed to ensure effective technical assistance to CTFs. It will engage selected CTFs that will provide a diverse cross section of groups and individuals to field test these tools before launching the reframing initiative to the entire network and their respective communities. For the reframing effort to succeed, the entire field of prevention of child abuse and neglect must communicate consistent messaging regarding the importance of strengthening and supporting families. To that end, the will collaborate with other national prevention groups and organizations such as the CDC, Parents Anonymous Inc., Prevent Child Abuse America, the Center for the Study of Social Policy, the FRIENDS National Resource Center for CBCAP and others and will develop partnerships with key media groups to take the new s to the broader public. It will infuse the new messages throughout its website and other and in all of its activities, including providing technical assistance to CTFs in adopting and disseminating the messages, and establishing a learning community of CTFs to encourage peer sharing and collective learning. Since most lasting change takes place at the policy level (Cohen & Swift, 1999), strategies will be developed to inform and engage policy makers. National of Children s Trust and Prevention Funds Plan for 2006 2011 12

To implement these strategies, the will solicit the assistance of experts and other key individuals, the National Working Group, state CTFs, parent leaders and organizations with reframing experience. It will review reframing activities regularly to ensure they are culturally relevant to diverse populations, will review pertinent literature and research related to reframing and will explore the challenges and barriers encountered by others. In summary, over the next five years the will: Develop and disseminate a white paper on reframing prevention messages. Launch and field test an action plan. Align all, the website and technical assistance resources with the new. In partnership with other national organizations, provide communities and policy makers with a fresh, strength-based for promoting family and child wellbeing that is culturally relevant and sensitive to diversity. As a result of these activities, we hope to achieve the following results: 80% of members will commit to the new. 75% of members will adopt grant-making strategies that reflect the new. Policy makers will embrace and use the new. The media will use the to report to the public on efforts to strengthen families. National of Children s Trust and Prevention Funds Plan for 2006 2011 13

Reframing Component Goal: The, the Network of CTFs and the field, both public and private entities, embrace and shift messages from prevention to promotion, engaging the general public and influencing public policy. Benchmark 1: A white paper is developed and disseminated based on the analysis of the literature and pertinent documents Ecological Level: Individual & Societal 1. Create linkages to individuals and organizations who have carried out reframing activities a. Work with the Committee and others to review pertinent documents b. Identify key individuals and organizations and outreach to them c. Meet regularly to share findings d. Host fact finding discussions and take notes e. Secure their key documents f. Synthesize the information CTFs, NWG members 10/06 3/07 2/07-6/07 2/07-6/07 2/07-6/07 2/07-6/07 6/07-8/07 National of Children s Trust and Prevention Funds Plan for 2006 2011 14

Benchmark 1 continued. 2. Integrate the s historical and current positions and draft and disseminate a white paper 3. Key partners disseminate and promote the findings of the white paper a. Review pertinent documents and literature b. Synthesize the information c. Create a draft d. Circulate the draft for additional input e. Finalize the document f. Disseminate it to the CTF Network a. Share findings on the white paper as appropriate b. Share activities as appropriate c. Seek their input when necessary CTFs, NWG members CTFs, NWG members CTFs, NWG members CTFs, NWG members CTFs, NWG members CTFs, NWG members 3/07-9/07 3/07-9/07 3/07-9/07 3/07-9/07 3/07-9/07 3/07-9/07 10/07 - and forward 10/07 - and forward 10/07 - and forward National of Children s Trust and Prevention Funds Plan for 2006 2011 15

Benchmark 2: A reframing action plan is developed and launched and 80% of members embrace and are committed to the new. Ecological Level: Individual & Societal 1. Develop a reframing action plan 2. Field test the reframing action plan 3. Implement the action plan and disseminate the toolkit to all CTFs a. Enlist the Committee to develop the action plan b. Incorporate feedback from the white paper c. Incorporate feedback from the white paper d. Draft an action plan e. Select/amend or develop a reframing toolkit f. Examine all for cultural relevance and sensitivity to diversity g. Disseminate all to the Board for approval a. Select sites for field testing b. Provide TA to selected sites to conduct the field test c. Assess the results d. Based on feedback make needed adjustments to all a. Market and disseminate the reframing plan to all CTFs b. Provide TA to CTFs as requested c. Develop channels for feedback on implementation d. Make needed adjustments, based on feedback, as approved by the Board Board, Committee Board, Committee Board, Committee Board, Committee Board, Committee Board, Committee Board, Committee Committee Committee Committee Committee Committee Committee Committee Committee for travel for TA visits for travel for TA visits for travel for TA visits for travel for TA visits for travel for TA visits for travel for TA visits for travel for TA visits 10/07-4/08 10/07-4/08 10/07-4/08 10/07-4/08 10/07-4/08 10/07-4/08 10/07-4/08 4/08-9/08 4/08-9/08 4/08-9/08 4/08-9/08 1/09-9/09 1/09-9/09 1/09-9/09 1/09-9/09 National of Children s Trust and Prevention Funds Plan for 2006 2011 16

Benchmark 2 continued. 4. Create a learning network among CTFs for sharing, learning and building 5. Create and/or maintain partnerships and collaborate with other national prevention organizations, including key media organizations a. Provide TA to CTFs b. Provide ongoing information to CTFs c. Promote the plan at every opportunity, especially at the Annual Membership Meeting a. Share implementation findings and results from the CTFs b. Promote adoption of the plan and toolkit with partners c. Seek commitments from partners and others to promote the plan to their respective constituents/networks d. Provide TA to partners as needed CTF Network Funding to provide TA 10/06-9/12 CTF Network Funding to provide TA 10/06-9/12 CTF Network Funding to provide TA 10/06-9/12 Committee and media s, PCA and other national orgs. Committee and media s, PCA and other national orgs. Committee and media s, PCA and other national orgs. Committee and media s, PCA and other national orgs. ; funding to purchase professional media expertise ; funding to purchase professional media expertise ; funding to purchase professional media expertise ; funding to purchase professional media expertise 10/07-9/08 10/07-9/08 10/07-9/08 10/07-9/08 National of Children s Trust and Prevention Funds Plan for 2006 2011 17

Benchmark 2 continued. 6. Disseminate to other national organizations a. Create a list of organizations to contact b. Create a list of conferences and events which might lend themselves as a vehicle to disseminate information c. Present workshops at conferences and disseminate information d. Assess effectiveness Funding for travel to conferences and other events to disseminate red Funding for travel to conferences and other events to disseminate red Funding for travel to conferences and other events to disseminate red Funding for travel to conferences and other events to disseminate red 10/09-9/12 10/09-9/12 10/09-9/12 10/09-9/12 National of Children s Trust and Prevention Funds Plan for 2006 2011 18

Benchmark 3: All of and the website are reviewed and revised Ecological Level: Individual & Societal 1. Infuse reframing messages into all and the website a. Systematically review all of the and the website b. Solicit professional input as necessary c. Draft new and new look to the website d. Get feedback from the Network and the NWG e. Examine drafts for cultural relevance and sensitivity to diversity f. Get Board approval g. Create final products Committee, CTFs, Expert s as necessary Committee, CTFs, Expert s as necessary Committee, CTFs, Expert s as necessary Committee; CTFs; Expert s as necessary Committee, CTFs, Expert s as necessary Committee, CTFs, Expert s as necessary Committee, CTFs, Expert s as necessary Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new Consultant and task force ; funding to pay PR s; funding to create and purchase new 10/08-9/09 10/08-9/09 10/08-9/09 10/08-9/09 10/08-9/09 10/08-9/09 10/08-9/09 National of Children s Trust and Prevention Funds Plan for 2006 2011 19

Benchmark 4: 75% of the members adopt grant making strategies that reflect the new Ecological Level: Individual, Relationship & Community 1. Re-tool CTFs grant making strategies to align with new a. Utilize the learning community of CTFs to help develop b. Develop and grant making strategies c. Assess the grant making strategies d. Promote the use of the and strategies e. Provide TA to CTFs The CTF Network The CTF Network The CTF Network The CTF Network The CTF Network Funding to provide TA, Funding to provide TA, Funding to provide TA, Funding to provide TA, Funding to provide TA, Benchmark 5: Policy makers embrace and use the new Ecological Level: Individual & Societal 1. Provide TA to CTFs in how to influence policy makers 2. Disseminate to CTFs and other organizations to provide to their respective policy makers a. Provide TA through the learning community, the s and relevant that have proven to be effective in communicating with policy makers Consultant a. Draft Consultant b. Get feedback on drafted Consultant c. Pilot their messages Consultant d. Revise as necessary Consultant e. Disseminate Consultant f. Assess their effectiveness Consultant Public Policy Committee, Committee; CTF Network Consultant ; learning community Consultant, funding for evaluation Consultant, funding for evaluation Consultant, funding for evaluation Consultant, funding for evaluation Consultant, funding for evaluation Consultant, funding for evaluation 10/11-9/11 10/09-9/11 10/09-9/11 10/09-9/11 10/09-9/11 10/09-9/11 10/09-9/11 National of Children s Trust and Prevention Funds Plan for 2006 2011 20

Benchmark 6: The media adopts and promotes the new Ecological Level: Individual & Societal 1. Partner with key media groups to promote red messages a. Make a list of key groups to contact b. Make contacts and interview them c. Try to obtain pro bono services d. Share information with them e. Together with media groups make a plan for taking the promotion public f. Get Board approval of the plan g. Take the plan forward and implement it NWG ; funding for NWG ; funding for NWG ; funding for NWG ; funding for NWG ; funding for NWG ; funding for NWG ; funding for National of Children s Trust and Prevention Funds Plan for 2006 2011 21

Benchmark 6 continued. 2. Shift the focus and name of child abuse prevention month to align with red messages a. Secure information and support from CTFs that have already made a transition to red messages in April NWG ; funding for b. Together with media groups make a plan for taking the promotion public c. Get Board approval of the plan d. Take the plan forward and implement it e. Assess the effectiveness of the new and the new look for April NWG ; funding for NWG ; funding for NWG ; funding for NWG ; funding for National of Children s Trust and Prevention Funds Plan for 2006 2011 22