 |
California's “Face it–It's a Crime”
In 2003, California's Attorney General launched its three-year “Face it–It's a Crime” campaign. With input from an advisory committee, which included law enforcement personnel, health care providers, nursing homes, district attorneys, physicians, advocates for nursing home reform, and many others, the AG's office opted to target younger family members, friends, and concerned citizens and to emphasize that abuse may be criminal.
The State solicited proposals from advertising firms to conduct the campaign. Among the criteria used in the selection process was a capital reserve to ensure that such unavoidable obstacles as temporary state funding freezes wouldn't derail the project. Ogilvie Public Relations was selected in a sealed bidding process. In addition, the AG's office committed a full time staff person to work with the ad agency's team, which includes a media expert, a budget manager, an account manager and a creative team to design print, audio and video materials. The firm contracts with a media buyer to purchase space and time on TV and radio, bill boards, etc.
Components of the project included:
- Focus groups with English and Spanish-speaking seniors to get their reactions to several alternative approaches. When asked for feedback on the outreach plan, participants raised concerns about what would happen if they made abuse reports and whether they had to be sure abuse was occurring before they called. Many voiced aversion to automatic telephone information systems. Among the issues discussed in the Spanish-speaking groups was how to translate certain words. For example, group members disagreed on how to translate “skilled nursing facility.”
- An “attitudes and awareness” survey, administered to 500 individuals statewide, measured the public's knowledge about abuse, which was found to be low. The survey will be repeated at various stages during the campaign.
- Selection of target counties. The firm used a “risk development index” based on counties' elderly population and reported cases of
abuse, to select target counties. Those with low reporting rates (this was interpreted as low awareness) were prioritized.
Using the index, the state developed three- tiers of participation:
- Tier 1 counties receive paid media placements, which include television commercials and public service announcements. Sacramento County was an exception. It was included in Tier 1 despite a relatively high rate of reporting because, as the state's capitol, its inclusion provides opportunities to reach lawmakers.
- Tier 2 counties are in close proximity to Tier 1 and benefit from “spillover” (paid media placements from Tier 1 are likely to be viewed/heard in Tier 2 counties). They receive additional benefits as well, including PSAs on cable stations.
- Tier 3 counties receive PSAs and some print media.
- A toll-free hotline receives reports and requests for information generated by the campaign. The system directs callers to dial 911 in emergencies. Callers who want to report abuse are directed to punch in their zip codes, which automatically transfers them to their local APS units.
- Print materials for the campaign include brochures, billboards and flyers.
- Community forums and other events are being planned.
The impact of the campaign is being measured by tracking the number of calls to the hotline. In addition, the state tracks all referrals, reports and requests for information received by APS. By mid September, 2003, more than 2,000 new reports of elder abuse and neglect had been generated, with Sacramento reporting a 35% increase in just three months. The broadcasting of PSAs is tracked electronically by satellite. The evaluation activities have had unanticipated benefits. They have, for example, revealed wide discrepancies statewide in how counties respond to calls. The information will be used in improving the state's response.
|
Tips from Peggy Osborn, Program Manager, Elder & Dependent Adult Abuse Prevention, Office of the Attorney General:
- Make sure your media placements reach your target audiences. We had our TV ads placed during Oprah, West Wing and the Price is Right. We also had to make sure that billboards were in places where they'd be seen.
- Reaching your target group requires ingenuity. One county prohibits the use of billboards for social causes. We purchased a roving billboard instead.
- You've got to be really creative and persistent with reporters. If they're not interested in the story you pitch, ask them, “What kind of stories can I bring you?” Despite what they tell you, you don't need to have victims speak out. Come up with novel experiences for them, like going on a “ride-along” with police or APS workers.
- The highest number of reports come in Wednesdays. We have no idea why!
|
|
|