2016
Campaign Toolkit
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A message from the CEO... Thank you for partnering with Prevent Child Abuse Tennessee (PCAT) for the national Pinwheels for Prevention® campaign. The pinwheel is a reminder that we all play a role in the future of our children. At PCAT, we believe it is everyone’s responsibility to ensure that children have the opportunity to grow up in a safe, healthy environment. Children deserve to feel loved and protected, and the pinwheel gardens planted across the state of Tennessee this April demonstrate our commitment to families in the communities where we work and live. Your involvement in this initiative encourages every person who sees your pinwheel garden to become actively engaged in protecting children from abuse and neglect. We thank you for being an integral part of this campaign. This toolkit is designed to support you in your effort to raise awareness around child abuse prevention in your community. Enclosed you will find the following items:
Instructions for planting your pinwheel garden Social media and community engagement guides Guide to crafting your message FAQ’s
We strongly encourage you to promote your garden and engage your staff, patrons, and supporters in this cause and to share any photos of your efforts with us. On behalf of our Board of Directors and staff, thank you again for your commitment to children and families in your community. If you have any questions or would like more information about our services for families in your area, do not hesitate to contact me or our Communications Specialist, Lindsey Johnson. We can both be reached at 1-888-383-0994, or you can reach Lindsey by email, lindsey.johnson@pcat.org. Your partner in prevention,
Kristen Rector, President & CEO Prevent Child Abuse Tennessee
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
What’s inside page
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page
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page
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page
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about Prevent Child Abuse Tennessee frequently asked questions crafting your message social media guide page
13 community engagement guide
pinwheel garden
15 sample proclamation
whitwell elementary school
spotlight
page
make your own
pinwheel
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Prevent Child Abuse Tennessee www.pcat.org
pinwheel
coloring sheet
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Positive messaging and student involvement led to a successful 2015 Pinwheels for Prevention campaign for WES. Read more on
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Pinwheels for Prevention Toolkit 2016
about our mission: To prevent the abuse and neglect of children in Tennessee. our vision: ALL children thriving in safe, nurturing environments Prevent Child Abuse Tennessee is a non-profit organization that works with parents, professionals and communities to provide education, resources, and services that strengthen families across all 95 counties in Tennessee. Our community-based programs have been educating the public about the prevalence of child abuse and their role in child abuse prevention for more than 30 years.
our programs: Nurturing Parenting builds parental and family capacity, replacing harmful parenting practices with healthy ones.
Parent Leadership Initiative involves parent leaders in program planning and gives parents across the state essential tools to advocate for their own children.
Stewards of Children, through Darkness to Light, teaches adults how to prevent, recognize, and react responsibly to child sexual abuse.
Healthy Families Tennessee supports first-time parents through weekly home visits and teaches them primary care-giving and basic life skills so they can parent more effectively.
The Tennessee Domestic Violence Helpline provides immediate crisis counseling, resources, referrals, and safety planning for survivors of domestic violence.
The Parent Helpline helps individuals explore solutions to the stresses of parenting and links families with community support services.
Shaken Baby Syndrome Prevention works with hospitals, in-home visitation
programs, and early child care centers to help parents learn to cope with the stresses of infant crying.
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Why the pinwheel?
FAQs
Why should my business or organization get involved?
The pinwheel reminds us of childlike notions and symbolizes the healthy, happy, carefree childhood that all children deserve.
We all have a responsibility to create communities where families and children thrive. Planting a Pinwheel Garden during the month of April demonstrates your commitment to building a healthy community and investing in the lives of children. Your support will go a long way in encouraging individuals to get involved in child abuse prevention in your community and beyond.
What exactly am I committing to if my business or organization agrees to plant a garden? Your committment is simple. Plant your Pinwheel Garden on the day of your choice during the month of April. PCAT will provide the pinwheels, a sign, and support to help you along the way. We ask that you take a picture of your planting ceremony and your completed garden, post it on social media (tag us, of course!), and send it to us so we can share your efforts with our supporters.
How do I plant the pinwheels?
What is required to plant a garden? In order to plant a garden, you need to complete a Pinwheel Request Form, available on our website: pcat.org. Simply fill out the online form, and a representative from PCAT will contact you. All participants must read and agree to the Usage Agreement found on the form.
We have found the most effective way is to use a drill or screwdriver to make holes in the ground first, then insert the pinwheels. We also recommend planting in mulch or other landscaping to avoid getting in the way of mowing schedules.
How can I encourage my family and friends to get involved?
Sharing on social media is a great way to spread the word about your involvement in Pinwheels for Prevention速. Check out our Social Media Guide on page 11. Invite them to one of our Pinwheels for Prevention速 Kickoff events scheduled for April 2016! These events are the ideal opportunities to bring family and friends together in support of the campaign. Find all the details on page 6.
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Prevent Child Abuse Tennessee www.pcat.org
How long should I keep the pinwheels planted? Ideally, the pinwheels should be planted for the entire month of April, but we ask that you keep them planted for at least one week.
Pinwheels for Prevention Toolkit 2016
You’re Invited! Join us at one of our Pinwheels for Prevention® Kickoff events held in three locations this year:
Nashville
Nashville Farmers’ Market
Oak Ridge
Children’s Museum of Oak Ridge
Chattanooga
Creative Discovery Museum
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Crafting your message You are encouraged to be creative while participating in the Pinwheels for Prevention® campaign! However, there are three “must-have” strategic elements that will lead to consistency and greater success with the campaign for all partners:
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name
logo
message
All local campaigns using materials provided by Prevent Child Abuse Tennessee must use the Pinwheels for Prevention® campaign name.
The official campaign logo must be used in any graphic depictions of Pinwheels For Prevention®. Creative interpretations or use of other pinwheel depictions in relation to the Pinwheels For Prevention® campaign is not permitted.
While the story of prevention will vary from one comunity to the next, campaign organizers are expected to deliver messages that are consistent with Prevent Child Abuse Tennessee’s message of happy, healthy childhoods for all children. (see page 8.)
Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Crafting your message Here’s What We Know:
Research conducted by the FrameWorks Institute for Prevent Child Abuse America has taught us that while horrific stories of child abuse and neglect may gain short-term media attention, this approach is not successful in building lasting public will for effective prevention efforts. To promote lasting change, our campaign messages must focus on engaging people in positive, preventative action. Here are a few guidelines for you to consider as you develop messages for your local Pinwheels for Prevention® campaign.
Do:
Focus on Success Stories.
Your audience realizes child abuse and neglect is a big problem and feels helpless to make a difference. By featuring stories of people who have found ways to make a difference, you empower your audience to take action and make a difference in their own families and communities.
Focus on the Community.
There is a direct relationship between happy, healthy childhoods and the long-term health and strength of the community. Talk about how the community can support children and families in need, and give people in your community concrete ways they may get involved in creating great childhoods.
Talk About the Importance of Healthy Child Development.
Child development is a foundation for community and economic development, as our children are the foundation for the future of our society. Child abuse and neglect damages the developing brain and leads to learning and behavioral problems and increased risk for long-term physical and mental illness. Effective child development efforts such as home visiting, treatment for maternal depression, healthy sexual development, and bullying prevention programs lay a strong foundation for successful growth and development; additionally, they reduce long-term costs to society from increased crime rates, the cycle of abuse, health care, poor education, and lost productivity.
Use “social math.” There’s nothing wrong with statistics, but if you don’t look at the story behind the numbers, they can become a meaningelss embellishment. If someone asks for specific numbers, use “social math” to make the numbers more meaningful to the audience. For example, say your program served one of every three kids in the community, or the equivalent of all the students at one local elementary school, as opposed to saying your program served 800 children last year.
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Crafting your message Do : (cont’d)
Give Specific Examples of Actions Others Can Take. Ask businesses, schools, religious and civic organizations, early learning providers, parents, media outlets, and others to participate in specific ways. Making donations, organizing volunteer activities, and distributing materials to parents are all great ways to get involved.
Equate Pinwheels with Positive Messages. Pinwheels can be used to represent the number of healthy births in your community during a period of time, the number of children entering kindergarten at a local school, etc. The pinwheels can also be associated with a more general message of support for great childhoods for ALL children.
Don’t:
Equate Pinwheels with Negative Messages. Pinwheels should NEVER be used to illustrate the number of children injured or killed from child abuse or neglect. Likewise, the pinwheels should not represent the number of reported cases of abuse and/or neglect.
one = one child abused 9
Prevent Child Abuse Tennessee www.pcat.org
one = one healthy child Pinwheels for Prevention Toolkit 2016
pinwheel garden
spotlight
Whitwell Elementary School In April 2015, students at Whitwell Elementary School in Whitwell, TN, planted pinwheels around the school’s flagpole. Every student planted a pinwheel in honor of him/herself to represent the great childhood that they each deserve. Nicole Condra, Family/Community Engagement Coordinator at WES, sent a letter to parents with the following message:
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Whitwell Elementary School’s vision is to create a positive and safe learning environment that allows all students to grasp and apply the skills being taught to enable them to become lifelong learners, good decision makers, and productive citizens. In order for us to achieve this, our children must come to school in the best mental and physical shape possible. Therefore, we are proud to participate in raising awareness of child abuse prevention.
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Prevent Child Abuse Tennessee www.pcat.org
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Pinwheels for Prevention Toolkit 2016
Social Media guide
Social media is a great way to spread your message to a wide audience. When used effectively, social media can help you engage your community, garner new support, and increase interest in your mission. Here’s a guide to crafting your social media posts to create the greatest amount of impact.
General Tips: use pictures
Posts with pictures (like the one at right) are more eye-catching and are more likely to be read by your followers.
Children’s Advocacy Center (Chattanooga) 18 hrs
Pinwheels for Prevention® #PCATp4p #CAPMonth
Make sure you have written permission from parents before posting pictures of children.
include a call to action Invite your followers to share your post, change their profile picture, comment on your picture, or share a story from their own childhood. The opportunities are endless! Giving people a specific call to action will make them more likely to respond, which serves to amplify your message.
make sure to tag (and use #hashtags!)
We want to see what you’re doing throughout Child Abuse Prevention Month, and the best way for us to see it is for you to tag us in your posts. Like us, follow us, tag us, retweet us (and we’ll return the favor).
@PCATennessee @PCATennessee Prevent Child Abuse Tennessee
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Prevent Child Abuse Tennessee www.pcat.org
be part of the conversation throughout april. use these #hashtags:
#greatchildhoods #CAPMonth #PCATp4p Pinwheels for Prevention Toolkit 2016
Social Media guide Sample Facebook Posts (don’t forget to include a picture!): Did you know April is Child Abuse Prevention Month? We are celebrating #greatchildhoods by planting a Pinwheel Garden. We believe that every child deserves a great childhood. Share a great childhood memory of your own in the comments below! #PCATp4p #CAPMonth
We want every child to have the very best opportunity to become healthy, contributing members of the community one day! We’ve planted a Pinwheel Garden in celebration of #greatchildhoods. Share this post to show your support of Child Abuse Prevention Month! #CAPMonth #PCATp4p
What made you happy when you were a child? We’ve partnered with Prevent Child Abuse Tennessee to celebrate the happy, healthy childhoods that all children deserve. How are you creating great childhoods for the children in your life? #greatchildhoods #PCATp4p #CAPMonth
Sample Twitter Posts (formatted to 140 characters or less, with room for pictures): We’re celebrating #greatchildhoods this month with @PCATennessee! Here’s our Pinwheel Garden #CAPMonth #PCATp4p Check out our Pinwheel Garden to celebrate #PCATp4p! Find out how you can get involved at www.pcat.org How are you creating #greatchildhoods for your children? Tell us! #PCATp4p #CAPMonth @PCATennessee We all play a role in child abuse prevention. Make a difference! Find out how at www.pcat.org #PCATP4P #greatchildhoods #CAPMonth
Use any of the sample Facebook or Twitter posts on Instagram. Don’t forget to tag us!
POSITIVE!
Keep your message Focus on successes, ways to get involved, and how great childhoods impact the good of the community. 12
Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Community engagement guide Get creative and engage your entire community in the Pinwheels for Prevention® campaign! Use the following ideas to help generate on-going support from a variety of community partners.
pinwheel activities • Plant a Pinwheel Garden at your business location. • Plant pinwheels indoors in a planter or set a bouquet of pinwheels in a visible place. • Have children (or adults!) color a Pinwheel Coloring Sheet - found on page 17 - and “plant” the pinwheels on a prominent wall. • Make your own pinwheels to display on walls or windows (instructions on page 16).
communication opportunities • Seek local media partnerships (print, broadcast, online) to help disseminate the Pinwheels for Prevention® messaging, or seek donated advertising. • Distribute public relations materials (media advisory, press release, etc.) for Child Abuse Prevention Month. • Utilize local community leaders to deliver messages in editorials, local radio, or television shows. • Utilize existing communication mediums, such as email, newsletters, websites, social media, and mail to promote Pinwheels for Prevention® to supporters.
volunteer opportunities • Host a diaper drive within your organization. Collect diapers of all sizes and/or wipes and Prevent Child Abuse Tennessee will coordinate a pickup time. • Encourage your customers or supporters to engage in youth-serving organizations • Organize a fundraising event, perhaps with local civic, school, or youth groups. The events could be small and held in volunteer homes, restaurants, or public locations.
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Community engagement guide public policy opportunities • Encourage supporters to participate in a letter-writing campaign to policy makers in support of proposed legislation or policy changes at the local, state, or national level. • Engage elected officials and business leaders to educate them on the issue and become ambassadors of Prevent Child Abuse Tennessee’s message. • Invite policymakers to do site visits at your program office or visit programs you support. • Distribute pinwheels to local policymakers or state legislators as an effective method for generating awareness of your work and possibly gaining an audience with them. • Conduct a press conference at your program or host a reception to inform the media, community members, and policymakers about the Pinwheels for Prevention® campaign and child abuse prevention efforts in the community or state. • Ask local politicians (mayor, city council, county commission, school board, etc.) to issue a declaration or proclamation recognizing Child Abuse Prevention Month or expressing their support for the Pinwheels for Prevention® campaign. A sample proclamation is provided on the next page.
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
Sample proclamation Child Abuse Prevention Month 2016 WHEREAS, Tennessee’s future prosperity depends on nurturing the healthy development of over 4 million children currently living, growing, and learning within our many diverse communities; and WHEREAS, research shows that safe and nurturing relationships and stimulating and stable environments improve brain development and child wellbeing, while neglectful or abusive experiences and unstable or stressful environments increase the odds of poor childhood outcomes; and WHEREAS, the abuse and neglect of children can cause severe, costly, and lifelong problems affecting all of society, including physical and mental health problems, school failure, and criminal behavior; and WHEREAS, research also shows that parents and caregivers who have social networks and know how to seek help in times of trouble are more resilient and better able to provide safe environments and nurturing experiences for their children; and WHEREAS, individuals, businesses, schools, and faith-based and community organizations must make children a top priority and take action to support the physical, social, emotional, and educational development and competency of all children; and WHEREAS, during the month of April, Prevent Child Abuse Tennessee will be engaging in communities throughout Tennessee in a coordinated effort to prevent child abuse and neglect by promoting awareness of healthy child development, positive parenting practices, and the types of concrete support families need within their communities, NOW, THEREFORE, I [NAME AND TITLE] do hereby proclaim April 2016 as Child Abuse Prevention Month and urge all residents to engage in activities whose purpose is to strengthen families and communities and to provide the optimal environment for healthy child development.
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Prevent Child Abuse Tennessee www.pcat.org
Pinwheels for Prevention Toolkit 2016
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pinwheel coloring sheet
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