Campaign Approach Child Abuse

Background

The Ministry program for Youth and Family started the ‘Campaign Approach Child Abuse’ in spring 2009. This two year campaign encourages Dutch civilians to be alert for signals of Child abuse. Please go to www.watkanikdoen.nl if you suspect child abuse.

Approach

Het PR Bureau is responsible for the development and coordination of the PR-strategy, for both the national and regional roll of the ‘Campaign Approach Child Abuse’. Het PR Bureau already started at the end of 2008: all Dutch media were approached with a press mailing where Minister Rouvout announced the new public campaign.

March the 23rd 2009 the national ‘Campaign Approach Child Abuse’ was launched during an official press conference. For the rest of 2009 Het PR Bureau manages a spread but consistent attention in all media target audiences, and a regional roll of the campaign.

Results
Up till June 2009 there were more than 250 publications in national, regional and local daily- and weekly newspapers, and attention was given to the campaign by Radio 1, NOS Journal, RTL News, De Wereld Draait Door, SBS 6 – Hart van Nederland, RTV Utrecht and about 30 online publications.

Partners
Collaboration with advertising agency ComBat and media agency ZIGT.