Table of Contents

Much has been written about how to raise awareness about social issues. This kit has been developed by the National Center on Elder Abuse specifically for professionals and advocates in the field of elder abuse prevention. It provides a basic introduction to outreach approaches, methods and materials. More importantly, it showcases a diverse array of activities and products developed by coalitions, public and private agencies, tribes and organizations across the United States.

Hover mouse over the chapter titles to read the synopsis. Click on the chapters to view content sections.

	Chapter 1. Introduction to Outreach Before launching an outreach campaign, it’s important to clarify your goals and objectives and decide what audience you want to reach, the message you want to convey, and who should be involved.
	Why Do Outreach? Defining the Target Audience Defining the Message Planning for the Response Spokespersons Partnering
	Chapter 2. Working With the MediaMedia, the plural of medium, refers to channels of communication. The “mass media,” which communicates to large groups, has grown dramatically in recent years, extending beyond newspapers, radio and TV to include the World Wide Web, Internet magazines, list serves, Internet radio programs and other outlets. Working with the media requires careful planning and preparation.
	Planning a Media Campaign Developing a Media Contact List Types of Stories When to Contact the Media How to Get Media Attention Press Releases Editorial Memoranda (Edit Memos) Opposite Editorials (Op-Eds) Public Service Announcements (PSAs) Letters to the Editor Letters to Columnists News Conferences
	Chapter 3. Outreach Activities and EventsDon’t be afraid to sponsor special outreach activities or events. The public and the media enjoy a novel idea or happening. Examples include “town hall meetings,” demonstrations, fairs, seminars, public hearings, fundraisers or theatrical performances. Awareness days, weeks or months can serve as focal points for outreach activities and help build momentum.
	Special Events Life Cycles Bike Tour Elder Abuse Awareness Month Rally Drama and Theater Awareness Days, Weeks or Months
	Chapter 4. CampaignsElder abuse outreach campaigns can be local, statewide or national in scope. For some, the goal is reaching special populations that are unlikely to be reached through traditional approaches.
	Statewide Campaigns California’s “Face it–It’s a Crime” Campaign Texas’ “Not Forgotten” Campaign Outreach to Diverse Audiences: Campaigns Culturally Specific Campaigns WE ARE FAMILY: Outreach to African-American Seniors Pennsylvania: “Elderly Pennsylvanians Deserve Honor and Respect" National Hispanic Council on Aging Tips Resources/Reference Campaigns Aimed at Young People
	Chapter 5. Sample MaterialsThe materials displayed in this section were created by elder abuse prevention programs across the United States. Some are copyright protected and should not be used without permission They are presented as examples to stimulate ideas and demonstrate diverse approaches. Others, including a variety of materials produced by the Texas Department of Protective and Regulatory Services, were designed to be adapted by other communities within and beyond Texas.
	Written materials Print materials and signs Public service announcements (PSAs) State web sites Novelty Items
	Chapter 6. Resources
	Sources of Information on Elder Abuse Photo Archive Publications