The Department of Justice launched the Defending Childhood initiative to address a national crisis: the exposure of children to violence as victims and as witnesses. Research shows that the majority of children in the U.S. — more than 60 percent – have been exposed to crime, abuse, and violence — many in their own homes. The Initiative sought to prevent children’s exposure to violence, mitigate the negative effects experienced by children exposed to violence, and develop knowledge about and increase awareness of this issue. A key component of the Defending Childhood initiative was a multi-year demonstration program to develop comprehensive, community-based strategies to prevent and reduce the impact of children’s exposure to violence in their homes, schools and communities. Planning grants were awarded to eight sites throughout the U.S. to begin this process. To achieve one of the crucial goals of the initiative — increase awareness of the issue — DOJ required a means to promote the effort. The Department released a 30-second video public service announcement (PSA) which was distributed through the DOJ YouTube channel and aired on the Investigation Discovery network. MediaForce was contracted to perform PSA distribution to achieve a greater audience reach. The company was challenged to reach not only the eight grant sites but also to deliver nationwide coverage.