Child Abuse Prevention and Permanency Plan Implementation Report

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1 Child Abuse Prevention and Permanency Plan Implementation Report Reporting Entity: 3.1 Public Awareness and Education: Florida at the Ounce of Prevention Fund of Florida Reporting Period: From: 1 To: 6/30/2011 Report Submission Date: July 29, 2011 Reporter: Christie Ferris, Director of Florida Section 1: Implementation Status 1.A. Summary of Implementation Status Based upon a review of the Appendix Worksheet for Report for the reporting period, provide a brief overview of the status of the implementation. For example, briefly describe the implementation is solid and any areas of concern. The status of implementation for the Public Awareness and Education objective has progresses very well this year. During this reporting period, Florida worked with a variety of local communities from each of the Judicial Circuits to provide training and technical assistance on standards for the statewide Pinwheels for Prevention campaign; developed and disseminated printed resource materials focused on healthy child development, positive parenting practices and information on community resources; equipped local communities with tools to raise awareness on the importance of preventing child abuse and neglect before it occurs and how to get citizens engaged in the solution. Florida also aired public service announcements on television and cable and ran radio ads throughout the state. Through a well formed partnership in Broward County, this Circuit was able to purchase additional airtime to run the television public service announcement for an extended period of time. 1.B. Five Protective Factors If applicable, describe any major movements in incorporating or institutionalizing one or more of the Five Protective Factors within the systems or programs touched by this initiative, during the reporting period. The printed materials that are developed and distributed by Florida are published with the Five Protective Factors embedded into the literature. For example, in Florida s Pinwheels for Prevention Parenting Guide, each age group of a child s life includes information on their physical, cognitive, social and emotional development; and provides examples of activities that promote nurturing and attachment. The Parenting Guide also offers parents strategies for coping with stressful situations and the advantages of having a social network of support. Finally, the Parenting Guide provides national, state and local resources on where to find out more information on a variety of child and family topics. 1.C. Milestones

2 If applicable, describe any major accomplishments that, in your opinion, moved the initiative substantially forward toward meeting the objective (or strategy as appropriate) during the reporting period. The 2011 campaign significantly grew with more partners and stakeholders taking part in campaign activities. The efforts are generating more awareness of actions that can be taken to promote healthy child development and prevent child abuse and neglect before it ever occurs. Activities included community members and volunteers planting over 26,000 pinwheels throughout the state. The pinwheels served as a reminder that everyone has a role to play in preventing child abuse and neglect. PCA Florida distributed 96,975 Parent Resource Packets and Guides in English, Spanish and Creole. The materials are also available online. Through online newspaper articles and social media outlets, the campaign generated 1,548,881 impressions in line with PCA Florida s Our public service announcements we aired over 6,000 times through television and nearly 12,000 times through radio. Also during this reporting period, the Suncoast Chapter of the National Academy of Television Arts and Sciences recognized the series of the three PSAs for Florida s Pinwheels for Prevention campaign with an Emmy Award in the Community/Public Service category. With funding from the Department of Children and Families, Florida in partnership with America, contracted with Ron Sachs Communications to produce the ads in English, Spanish and Creole as part for the implementation for the campaign to prevent child abuse and neglect. The spots, which feature a teacher, neighbor, CEO, law enforcement officer and NBA star Dwight Howard of the Orlando Magic, focus on the many benefits of preventing child abuse and neglect before it ever begins. 1.D. Implementation Challenges If applicable, describe obstacles encountered and any solutions for them found during the implementation of the plan, if applicable. Describe any unintended negative consequences or impacts encountered during the reporting period with a description of what will/ should be done to change them. Being able to expand broadcast of the PSAs to 12 months will require a significant increase in funding. Printed materials are available year round and requests continue to be filled. PCA Florida will be proposing that other local communities purchase local airtime to run the public service announcements during other times in the year to begin to achieve a true, year round campaign. 1.E. Implementation Treasures to Share If applicable, describe efforts, resources, approaches, or strategies that in your opinion informed or contributed to your success or results (toward the actions, objectives, plan goals, etc.) during the reporting period that would help others address similar issues. In my opinion, providing a variety of tools to our partners to assist in raising awareness has helped with the success of the campaign. There are many opportunities to engage the public in a conversation about the importance of prevention services. Florida provides examples and technical assistance in being able to raise awareness in an array of forums and settings. Examples of these forums include: broadcast of television and radio public service announcements, printed materials, printed news articles, letters to the editor, articles for inclusion in newsletters, social media messages, pinwheel gardens, preschool lesson plans, awareness during conferences and ceremonies, and many more!

3 1.F. Additional Implementation Information Provide other information about the implementation for the initiative during the reporting period, if appropriate. Prior to taking this campaign from a one month campaign to a 12 month campaign, PCA Florida proposes to evaluate the campaign. One evaluation with an efficacy study has been conducted and improvements were made based on findings from the study. Making a large investment in carrying this campaign to a year round effort, PCA Florida feels it is the responsible action to conduct a follow up evaluation study to determine if this is worth the investment. Section 2: Initiative Reach 2.A. Community and Systems Engagement Describe the communities, systems, and/or recipients reached or served by the initiative during the reporting period. Activities included community members and volunteers planting over 26,000 pinwheels throughout the state. The pinwheels served as a reminder that everyone has a role to play in preventing child abuse and neglect. PCA Florida distributed 96,975 Parent Resource Packets and Guides in English, Spanish and Creole. The materials are also available online. Through online newspaper articles and social media outlets, the campaign generated 1,548,881 impressions in line with PCA Florida s Our public service announcements we aired over 6,000 times through television and nearly 12,000 times through radio. 2.B. Data Analysis Provide data from the learning communities about how communities, systems and/or recipients are being engaged or served by the initiative during the reporting period. Also provide data from various county or county sub-section initiatives, if applicable. Florida is working with the local planning teams to disseminate up to date information about communicating to the public about the importance of preventing child abuse and neglect. Section 3: Partnerships 3.A. Partnership Engagement and Contribution For each workgroup or team (as appropriate), describe the types and different levels of partners that were actively engaged or involved with the initiative during the reporting period. Please identify those partners who represented parents or parent leaders. Describe what specifically each partner has contributed (i.e. fiscal, time, etc.) and how the team or workgroup was able to engage its partners. Florida collaborates with a number of partners to implement the statewide campaign. Partners include: The Florida Department of Children and Families, Children s Services Councils, Early Learning Coalitions, Healthy Families Florida program sites,

4 Healthy Start Coalitions and programs, Head Start, Florida Sheriff s Association, police departments, physicians, Child Protection Teams, community-based care lead agencies, county health departments, hospitals, Catholic Charities, Whole Child programs, child advocacy centers, child protection teams, family visitation centers, domestic violence shelters, DJJ programs, Coalition of Farm Workers, RCMA, state universities, local United Way offices, corporate businesses, Univision, faith communities, schools, Children s Medical Services, Children s Home Society and parents, including foster and adoptive! (I ve tried to capture every group but there s a chance I may have missed a couple!) 3.B. Partnership with Parents If there were no parents as partners during the reporting period, describe what steps are being considered, if any, to engage parents or parent leaders in the efforts, or why such engagement would not be appropriate. Through the campaign efforts, we are engaging parents through our social media efforts and evaluation efforts of the campaign. IN 2009, an efficacy study was conducted that engaged over 800 parents in Florida and randomly assigned them to two groups: a control group and an intervention group. This study helped determine if the content of the printed materials were useful and improved their knowledge in several domain areas aligned with the Protective Factors. 3.C. Partnership Expansion Identify if potential partners that should be actively involved, and if so, what can be done about to engage them for the next efforts. Florida is continuously seeking out new partners to be involved in raising awareness for the prevention of child abuse and neglect. This year, we generated new communities to be actively engaged in campaign efforts and will continue to do so year round! 3.D. Partnerships-Other Provide other information about the partnerships for the initiative during the reporting period, if appropriate. No additional information during this reporting period. Section 4: Story Behind the Baseline 4.A. External Positive Influences Provide information about external (non-project related) events or circumstances occurring during the reporting period that could contribute toward improvement in the results compared to the baseline. With our Legislature in session during the campaign implementation period and the difficult decisions they must make in order to reduce

5 government spending, advocacy efforts were in high gear. Many advocates were speaking out in favor of keeping services for children funded. Messages in the media were communicated on the importance of a strong and healthy foundation for children in order to produce a future strong and healthy workforce in Florida. These messages were closely aligned with PCA Florida s 4.B. External Negative Influences Provide information about external (non-project related) events or circumstances occurring during the reporting period that could interfere with achieving positive results compared to the baseline, if appropriate. This year was especially difficult to focus efforts on solutions to prevent child abuse and neglect due to several high profile child abuse cases in the media. When these horrific cases occur and dominate our media, the public tends to feel hopeless about a solution to this issue. The roles various institutions in society, such as government, business, faith, and individuals can play in supporting a culture to be free of child abuse and neglect becomes unclear. The media s focus on these cases becomes the individuals responsible for the abuse and neglect. The public assigns blame to an individual and the solution is then to punish the individual. This doesn t allow the issue to become a community or societal issue, rather an individual issue. 4.C. Data Points As appropriate, provide updated data sets or trends that are being monitored for this initiative. Florida was able to track the number and types of technical assistance provided to local communities; the number of impressions generated through our website, social media sites, television, radio and newspaper; and the number of printed materials distributed throughout the state. Section 5: Next Steps 5.A. Lessons Learned Describe what lessons were learned during the reporting period that could inform or guide future efforts, either for your own workgroup or for others. Planning for campaign implementation is best when it is done as a year round effort. Florida intends to continue the conversation about raising awareness on the importance of preventing child abuse and neglect before it ever occurs throughout the year. 5.B. Mid-Course Adjustments Describe and provide a rationale for changes that you plan to make to the objective, tactics (where applicable), action steps, measures/benchmarks, leads, partners, or timelines as you move forward.

6 None at this time.

7 Appendix- Worksheet for Report Note this Matrix is cumulative, beginning on 1 July 2010 and continuing through 30 June Action Step Label Action Step Identify subgroups in each of Department of Children and Families circuits willing to partner in year round efforts in accordance with Identify subgroups in each of Department of Children and Families circuits willing to partner in year round efforts in accordance with Benchmark Label Benchmark By 15 October 2010, and percent of subgroup members were identified and contact information has been delivered to Florida. By 15 October 2010, and percent of subgroup members were identified and contact information has been delivered to Florida. Planne d Begin Date 0 1 Planned End Date 10/15/ /30/2011 Identify By 15 October 2010, and 7/2/201 6/29/2012 Actual Begin Date Actual Completio n Date Implementation Status/ Comments 0 10/15/2010 Completed

8 3.1.1 subgroups in each of Department of Children and Families circuits willing to partner in year round efforts in accordance with Identify subgroups in each of Department of Children and Families circuits willing to partner in year round efforts in accordance with Identify subgroups in each of Department of Children and Families circuits willing to partner in year round efforts in percent of subgroup members were identified and contact information has been delivered to Florida By 15 October 2010, and percent of subgroup members were identified and contact information has been delivered to Florida. By 15 October 2010, and percent of subgroup members were identified and contact information has been delivered to Florida /28/2013 6/30/2015

9 3.1.2 accordance with Provide training to local subgroups on research related to public awareness efforts regarding child abuse prevention and effectively communicating messages to the media. Develop and disseminate an annual toolkit that includes standards and samples for utilization in efforts on a variety of topics. Develop and disseminate an annual toolkit that includes standards and samples for utilization in By 31 December 2010, 100 percent of members in the local subgroups will have been trained on America s reframing effort and Florida s Winds of Change evaluation and efficacy study findings. By 28 February 2011, the toolkit will have contained current media samples from a child development and community engagement frame and promoted activities that support the Five Protective Factors and prevent child abuse and neglect. By 28 February 2011, the toolkit will have contained current media samples from a child development and community engagement frame and promoted 0 2/1/ /1/ /31/ /28/ /1/ /29/ /23/11 Completed 2/10/11 Completed

10 efforts on a variety of topics. Develop and disseminate an annual toolkit that includes standards and samples for utilization in efforts on a variety of topics. Develop and disseminate an annual toolkit that includes standards and samples for utilization in efforts on a variety of topics. Develop and disseminate an annual toolkit that includes standards and samples for utilization in activities that support the Five Protective Factors and prevent child abuse and neglect. By 28 February 2011, the toolkit will have contained current media samples from a child development and community engagement frame and promoted activities that support the Five Protective Factors and prevent child abuse and neglect. By 28 February 2011, the toolkit will have contained current media samples from a child development and community engagement frame and promoted activities that support the Five Protective Factors and prevent child abuse and neglect. By 28 February 2011, the toolkit will have contained current media samples from a child development and community engagement frame and promoted 2/1/ /1/ /1/ /28/2013 2/28/2014 2/27/2015

11 efforts on a variety of topics. Disseminate Pinwheels for Prevention materials, including the Community Resource Packet with Parenting and Advocate Guide and Poster, throughout the year with emphasis during April. Disseminate Pinwheels for Prevention materials, including the Community Resource Packet with Parenting and Advocate Guide and Poster, throughout the year with emphasis during April. activities that support the Five Protective Factors and prevent child abuse and neglect. By 30 December 2011, 100 percent of the local disseminated materials ordered through the campaign to local child and family serving organizations, provided at no cost to communities. By 30 December 2011, 100 percent of the local disseminated materials ordered through the campaign to local child and family serving organizations, provided at no cost to communities. 5/1/ /1/ /30/ /31/ /25/11 On-going

12 Disseminate Pinwheels for Prevention materials, including the Community Resource Packet with Parenting and Advocate Guide and Poster, throughout the year with emphasis during April. Disseminate Pinwheels for Prevention materials, including the Community Resource Packet with Parenting and Advocate Guide and Poster, throughout the year with emphasis during April. Disseminate Pinwheels for By 30 December 2011, 100 percent of the local disseminated materials ordered through the campaign to local child and family serving organizations, provided at no cost to communities. By 30 December 2011, 100 percent of the local disseminated materials ordered through the campaign to local child and family serving organizations, provided at no cost to communities. By 30 December 2011, 100 percent of the local 5/1/ /1/ /1/ /31/ /31/ /30/2015

13 Prevention materials, including the Community Resource Packet with Parenting and Advocate Guide and Poster, throughout the year with emphasis during April. Submit to local media outlets sample press releases, opinion editorials, and letters to the editor promoting local efforts that support the Five Protective Factors and emulate the samples provided in the campaign tool kit. Submit to local media outlets sample press releases, opinion editorials, and letters to the editor promoting local efforts that support the Five Protective Factors disseminated materials ordered through the campaign to local child and family serving organizations, provided at no cost to communities. percent of printed media will have met the requirements of the Florida s percent of printed media will have met the requirements of the Florida s 4/1/ /30/2011 3/16/2011 5/4/11 6/29/2012

14 and emulate the samples provided in the campaign tool kit. Submit to local media outlets sample press releases, opinion editorials, and letters to the editor promoting local efforts that support the Five Protective Factors and emulate the samples provided in the campaign tool kit. Submit to local media outlets sample press releases, opinion editorials, and letters to the editor promoting local efforts that support the Five Protective Factors and emulate the samples provided in the campaign tool kit. Submit to local media outlets sample press releases, opinion percent of printed media will have met the requirements of the Florida s percent of printed media will have met the requirements of the Florida s percent of printed media will have met the 7/2/ /28/2013 6/30/2014 6/30/2015

15 editorials, and letters to the editor promoting local efforts that support the Five Protective Factors and emulate the samples provided in the campaign tool kit. Circulate to local subgroups with information on child development and other prevention related topics for inclusion in newsletters and on social marketing sites. Circulate to local subgroups with information on child development and other prevention related topics for inclusion in newsletters and on social marketing sites. Circulate to local requirements of the Florida s percent of local received information on child development and other prevention related topics. percent of local received information on child development and other prevention related topics. 1/5/ /2/ /30/ /1/ /29/2012 6/28/2013 2/10/11 Completed

16 3.1.7 subgroups with information on child development and other prevention related topics for inclusion in newsletters and on social marketing sites. Circulate to local subgroups with information on child development and other prevention related topics for inclusion in newsletters and on social marketing sites. Circulate to local subgroups with information on child development and other prevention related topics for inclusion in newsletters and on social marketing sites. Broadcast television and percent of local received information on child development and other prevention related topics. percent of local received information on child development and other prevention related topics. percent of local received information on child development and other prevention related topics. By 29 June 2012, and 3 4 4/1/ /30/2014 6/30/2015 6/29/2012 3/15/11 5/15/11

17 radio public service announcements communicating the importance of preventing child abuse and neglect with resources on where to find more information. Broadcast television and radio public service announcements communicating the importance of preventing child abuse and neglect with resources on where to find more information. Broadcast television and radio public service announcements communicating the importance of preventing child abuse and neglect with resources on where to find more information. Broadcast television and percent of Florida s media markets will have broadcasted television and radio Public Service Announcements that are aligned with Prevent Child Abuse America s reframing effort. By 29 June 2012, and percent of Florida s media markets will have broadcasted television and radio Public Service Announcements that are aligned with Prevent Child Abuse America s reframing effort. By 29 June 2012, and percent of Florida s media markets will have broadcasted television and radio Public Service Announcements that are aligned with Prevent Child Abuse America s reframing effort. By 29 June 2012, and 7/2/ /28/2013 6/30/2014 6/30/2015

18 radio public service announcements communicating the importance of preventing child abuse and neglect with resources on where to find more information. percent of Florida s media markets will have broadcasted television and radio Public Service Announcements that are aligned with Prevent Child Abuse America s reframing effort.

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