Only About Children Hanae El Alaoui 201150657 OUTLINE

Only About Children Hanae El Alaoui 201150657

OUTLINE Phase One/ Formative Research � Analyzing the situation � Analyzing the organization � Analyzing the public Phase Two/ Strategy � Establishing Goals and Objectives � Formulating Action and Response Strategies � Developing the Message Strategy Phase Three/ Tactics � Selecting Communication Tactics � Implementing the Strategic Plan Phase Four/ Evaluation � Evaluating the Strategic Plan

PHASE ONE: FORMATIVE RESEARCH Analyzing the situation: �In the U. S. alone, more than 676, 000 children were victims of abuse in 2011, according to Child Protective Services Agencies.

�Reaching out to abused children is difficult especially that they are often abused by the one that are closest to them, the one who are supposed to take care of them and protect them (parents or guardians)

�Analyzing the organization � 1 - Internal environment � Performance: � ANAR (Aid to Children and Adolescents at Risk) is a nonprofit organization dedicated to the protection of youth �It is considered to be an entity with a proven capacity to provide 116000 services in Spain. �Its origins go back to 1970 with the opening of Foster Homes to the defense, and promotion of children and adolescents at risk and abandoned, by developing projects in Spain and in Latin America

�Niche: Youth protection �Structure: its mission is to protect the youth right within the framework of the UN Convention on the Right of the Child. �Ethical base: the organization is strongly committed to provide children with all the help and support they need

� 2 - Public perception �Visibility: although the organization is the largest organization for child protection in the region, it is still unable to reach many abused children �Reputation: the organization has a very good reputation among the public

� 3. External environment: � Supporters: the EU, Spanish and Latin government, adults who are against child abuse � Opponents: the abuser who would do harm to the children and prevent them from seeking any help � External impediments: Children feel afraid to report the abuse because they are often abused by their gradients with whom they stay most of the time

�Analyzing the public: � children who are abused or need ANAR help but are terrified form their gradients

Phase two: Strategy: � 1 - Establishing Goals and Objectives �Goal: help abused youth �Objective: �Raise awareness of the foundation �Make the youth aware of their phone number 116 - 111 for children and teenagers at risk

� 2 - Formulating Action and Response Strategies: Action and communication Strategy: �The main aim of the campaign is to find a way to make children aware of the help that exists out there for them – and get their attention – without letting the adult know. How? �It has to be done in secret

�ANAR decided to launch an out door campaign during the International Day Against Child Abuse that can reach only children �They used Lenticular photography to create an image in a way that makes viewers see one of two different photos, depending on where they're standing.

Phase three: Tactics � They created a bus-stop advertisement that features the organization hotline number for children to report abuse. � What is special about the ad is that the company made the hotline number, and much of the ad's content, visible only to those under a certain height -- presumably children

�Anyone taller than 4 feet 5 inches would see a picture of a boy with an unmarked face and the following message: "Sometimes, child abuse is only visible to the child suffering it. " �Anyone under that height would see an image of the boy with a bruised face, the organization's hotline number (116 -111) in white text, and the message, "If somebody hurts you, phone us and we'll help you. "

https: //www. youtube. com/watch? v=6 zo. CDy. QSH 0 o �

Evaluation �The campaign has succeeded in spreading awareness, among children about the company. �The company's You. Tube video says, "thanks to the publicity and all the comments on social networks, � the campaign has achieved its main objective: Raise awareness of the Foundation and its phone number 116 -111 for children and teenagers at risk.

�Digital video allowed ANAR to share its unique message and shed a light on this worldwide issue. �True Reach of 7. 7 million views and more than 37, 000 Facebook shares within one week of its first launch �

References �http: //www. huffingtonpost. com/2013/05/06/child- abuse-ad_n_3223311. html �http: //www. anar. org/116000/que-es-el 116000/? lang=en �http: //www. visiblemeasures. com/2013/05/17/anarfoundation-s-explanation-of-secret-ads-hits-viralchart/