Division A - Public Relations Programs
Category 2 - Public Service
Child Watch 2007
Jessica Hays, APR & Cheray Keyes-Shima, APR, CPRC; KSC, Inc.; The Florida Center
Judges' Award
Research/Situation Analysis:
Sarasota’s first Child Watch Conference was held on April 17, 2007. The
event was designed to educate local professionals and the community
about the serious negative effects of consuming alcohol during
pregnancy, effects referred to as Fetal Alcohol Spectrum Disorders
(FASD). The conference was co-presented by the Kiwanis Clubs of
Sarasota & Manatee Counties and The Florida Center for Child and
Family Development. Formal secondary research (Center for Disease
Control) shows that FAS is the leading cause of mental retardation in
western civilization and is 100% preventable. According to a 2002 study
conducted by the CDC, 10% of women use alcohol during pregnancy and 2%
engage in binge or frequent drinking. There is no known safe amount of
alcohol to consume during pregnancy and alcohol consumption during
pregnancy is most common among women with a 4-year degree who have an
average income above $50,000 per year. In addition, the state of
Florida spends an estimated $78,918,000 annually to provide special
education and juvenile justice services to children affected by
FAS/FASD, an estimated $914,183 per day.
Objectives: (1) To attract a minimum
representatives from 10 local health and human services organizations
or government entities and of two potential donors to the event. (2) To
achieve media coverage from at least two media outlets in the
Sarasota/Manatee area. (3) To position The Florida Center as the
leading authority on Fetal Alcohol Spectrum Disorders among local
policy makers and key audiences. (4) To introduce the Seth’s Bench
program to the Florida Center’s supporters and conference attendees.
(5) To obtain pledges (financial or intangible) from a minimum of 50%
of attendees to further the cause of FASD awareness and education.
Implementation: Planning for the Child Watch
Conference began in October 2006 and was conducted by a 14 person
committee. Goals for the conference were outlined at the October
meeting and duties were assigned. In order to achieve attendance
objectives for both potential donors/sponsors, community leaders and
health & human service professionals, it was determined that it a
strong invitee list would need to be developed and that follow-up would
be essential to achieving good attendance. Invitations were sent out
one month prior to the conference date and follow-up calls were
conducted personally by Florida Center Board Members. As RSVPs came in,
it was determined that the original plan to hold an all-day conference
needed to be modified. Many of those invited were in positions that
made it difficult for them to be out of the office for an entire day
(Directors, CEOs, etc.). The program was modified to accommodate a
morning track and an afternoon track so that it was more convenient for
our target audiences to attend. KSC Advertising & Public Relations
developed a media kit and targeted key reporters and writers for story
pitches and media kits were sent out two weeks prior to the event with
follow-up conducted one week later. A media alert was also faxed to the
media the day before the event. All media that attended were given
opportunities to interview the speakers and experts in attendance. The
Florida Center was responsible for the program development and
logistics of the day. As the home of Florida’s first Fetal Alcohol
Diagnostic and Intervention Clinic, The Florida Center was in able to
provide some of the state’s leading experts as speakers, as well as
demonstrate cutting edge technology being used in diagnosing and
assessing FASD. Attendees were also shown case studies, visited with
foster/adoptive parents of children with FASD and participated in
experiential learning activities. KSC also worked with The Florida
Center’s FASD experts to create an attendee packet that was informative
and interesting. During the lunch portion of both tracks, a new program
to raise funds and awareness for FASD called “Seth’s Bench” was
introduced to the group through an emotional presentation made by the
child who inspired the idea for the program, Seth Shea. At the end of
each program track, Jack Levine, an expert in advocacy and public
policy initiatives made an impassioned call to action and urged those
in attendance to use the information gathered at the conference to make
a difference for this important issue that faces so many children and
families.
Evaluation: (1) The conference was covered by
three major newspapers in the Sarasota/Manatee area (The Sarasota
Herald-Tribune, Sun Newspapers, and The Bradenton Herald), as well as a
local television station (SNN 6) and a local magazine (Scene Magazine).
Coverage highlighted the event’s central theme of FASD awareness and
prevention and included statistics and information on the Seth’s Bench
program. (2) The conference was attended by more than 50 people,
including four potential donors, three Board Members, and 18
representatives from local government and human services agencies. (3)
The Florida Center was showcased during the day’s activities and in the
media coverage as the state’s first FASD clinic and FASD experts from
the Florida Center spoke during the conference and gave media
interviews. (4) The Seth’s Bench program was introduced during the
lunch portion of the conference. Program inspiration Seth Shea was in
attendance and presented the first bench to a local store owner. The
program was outlined in attendee packets and the media kit and
attendees were given the opportunity to participate in the program. (5)
After the conference’s call to action, The Florida Center received one
check for $500 and pledges were received from almost all attendees to
take action on the issue.
Budget: The conference was sponsored by a grant
made by the Sarasota Sports Foundation which offset almost all of the
expenses associated with the event. The catering for lunch was also
donated by Golden Corral at a value of $800. Expenses: rentals (tables,
chairs, tent) $700, public relations and advertising fees $2,462.50,
printing and misc. supplies $1,288.12; speaker fees $1,000.
Sponsorships: $5,000. Total Cost: $450.62.