Advertising Campaigns
Although it may not be second nature for program implementers to boast about their work, sharing the impact of our work helps cultivate hope in the broader community. When we make our programs more well-known, community members feel relieved that someone is working on community safety. Our programs also offer examples for different strategies that are effective to achieve a positive vision of safety that includes healing and thriving. To increase knowledge of work among community members, we produced Chinese language advertisements and purchased spots on streaming television, radio, and print media.
Examples
Public service announcement about available resources
We created public service announcements (PSAs) that aired on popular Chinese-language television channels. These PSAs discussed the support available to victims of crime, harassment, and other harm. Advertising on major Chinese-language television channels helped us reach harder to reach populations, such as elderly immigrants.
Print advertisements about participant experiences and a holistic vision of community safety
We interviewed program participants about their experiences in our programs, with special attention to participants whose main language was Chinese. Then we created print advertisements focused on specific groupings of programs and featured participant quotes. For example, one advertisement focused on our empathy, cross-racial healing, and conflict navigation skills programs. It quoted a participant explaining that when harm is unaddressed, the person who was harmed may go on to have negative impacts on society. The advertisements also offered a holistic vision of community safety, with themes that matched the particular programs being advertised: mutual respect, neighbors helping each other, language access, and youth development.
Radio advertisements about participant experiences and a holistic vision of community safety
As a companion to the print advertisements, we also created 30 second and 60 second radio advertisements to discuss CCSJ programming. In contrast to the print advertisements, the advertisements focused more on describing a holistic vision of community safety and listed examples of the programming we offer, rather than focusing on a specific theme. The advertisements were read by an announcer and did not include participant quotes due to the short lengths of the radio spots.
Resources
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