Case Study: DOJ Campaign 2016-10-14T10:58:55+00:00

Department of Justice Integrated Marketing Campaign

Client: The U.S. Department of Justice

DefendingChildhood1MediaForce’s promotion efforts produced a highly impactful public awareness campaign for the Defending Childhood initiative. Conservatively, it is estimated that the ad equivalency of the TV and radio PSA placements is more than $3 million.

Challenge

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.

Strategies and Solution

DefendingChildhood2

  • MediaForce determined the most effective channels to deliver the message to be television, radio and stakeholders.
  • To prepare the PSA to fit each channel, we captioned and encoded the video PSA, repurposed the footage to produce two audio PSAs (English and Spanish) and created a web banner.
  • MediaForce conducted outreach to secure placement of the Defending Childhood PSA on TV and radio stations nationwide with a strong emphasis on the eight grant sites.
  • Additionally, we  introduced the initiative to various stakeholders and encouraged the stakeholders to share initiative information with their online communities.
  • Marketing commenced one medium at a time and, once all were in progress, outreach continued simultaneously.
  • Key television broadcast partners included CNN, Viacom, A&E, ION, Comcast Sports, FOX and the CW Plus. Essential radio stations/networks included WTOP, WFED and Clear Channel.
  • MediaForce leveraged its existing radio and television station connections nationwide to quickly yield positive airplay results for DOJ.

Results

  • The Defending Childhood video PSA aired more than 14,500 times nationwide on television stations in all 50 states, including over 190 markets.
  • All video PSA results were tracked via the company’s partner, Nielsen. The radio PSAs, which were launched on August 27, 2012, aired an estimated 1,100 times.
  • Stakeholder marketing resulted in 13 stakeholders sharing campaign information with their online communities.
  • The bulk of publicity occurred in the eight target markets including approximately 60% of TV airings and 65% of radio airings. Notably, seven percent of TV airings occurred during the coveted 8:00 pm – 10:00 pm prime audience viewing timeframe during an election year.
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