Ad Council Discovers Dramatic Shift In Attitudes Toward Children.

The Advertising Council announced the results of a recent public opinion study, which reveals dramatic shifts in the public’s attitudes about children, their sense of responsibility to all children and their willingness to act on behalf of kids. The results of the study appear in the Ad Council’s new report, entitled Turning Point: Engaging the Public on Behalf of Children, which offers communications strategies, resources and advice to assist advocates – from large organizations to small groups – in developing communications to benefit children. The report was presented to leaders in Congress, as well as the non-profit and government community, at a briefing in Washington this morning. The MetLife Foundation and the Annie E. Casey Foundation funded the report.

The Ad Council developed the new report in conjunction with its Commitment to Children, a comprehensive initiative launched in 1995, which aims to help children achieve their full potential. Early in the Commitment to Children, the Ad Council’s research found that the public blamed parents for children’s problems and did not feel inclined to help parents whose children were facing difficulties. The public also felt that the problems facing children were so overwhelming that they could not imagine doing anything that would, or could, make a real difference.

The new study, conducted for the report, reveals dramatic shifts in the public’s views of children, their sense of responsibility to all children, and their willingness to help. It also points to a climate in which the public is poised to respond in positive ways to messages that offer opportunities to help kids. The report offers strategic insights and advice on how to develop effective communications that will motivate the public to act on behalf of children. The strategies cover areas such as research, messaging and creative development.

“This report reveals an exciting and unique moment in time for our country, which we must seize to help children,” according to Peggy Conlon, President & CEO of The Advertising Council. “Non-profit groups and advocates can use the tools cited in the report to effectively communicate to the public about children. We should all make the most of the public’s new willingness and desire to take action to help kids.”

Key findings from the study include: In 1996, less than one-quarter of all Americans (23%) used positive words to describe children. In 2003, almost twice as many (40%) used positive terms to describe children.

Almost all Americans (97%) think that one person can make a difference in the life of a child, and the majority (78%) would like to help.

In 1995, most Americans blamed parents for the problems children were experiencing and were reluctant to help. Today, most Americans (72%) say that raising children is the responsibility of parents with the support of others in the community.
A large majority (58%) of parents feel that all or most children in the U.S. are “at risk.”

The study was conducted in December 2003, among a nationally representative sample of 1,000 adults age 18+ across the United States. 120 over-sample interviews were also conducted among African-American and Hispanic parents. The survey was conducted via random digit dial phone interviews.

“As the nation’s premier program modeled on one-to-one relationships, Big Brothers Big Sisters is delighted with the findings that most Americans now believe that one person can make a difference in the life of a child,” said Judy Vredenburgh, President and CEO of Big Brothers Big Sisters of America. “We invite them to join with us in making that difference as supporters or volunteers who create the little moments that make big magic.”

Strategic insights and advice offered in the report include recommendations on how to:

Focus on research
Incorporate the best messenger
Craft a simple, concise message
Engage the public through emotional relevance
Understand how to use tone effectively in advertising

The report was developed from interviews with leading experts in media, advertising and community outreach, a survey of 1,000 adults and learnings from nine years of Ad Council Commitment to Children campaigns. It can be downloaded from the research section of the Ad Council’s website at www.adcouncil.org/research/commitment_children.

Today, public service campaigns focusing on improving the lives of children account for approximately 70% of the Ad Council’s docket. Since 1995, the Ad Council has leveraged over $6.2 billion in donated media on behalf of these Commitment to Children campaigns.

“All children’s groups and advocates will benefit from the Ad Council’s new report, and especially, from their findings that this is a great time to be talking to the public about kids,” Vredenburgh added.

About The Advertising Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives.

To download a copy of the report CLICK below (Adobe Acrobat Reader required):

http://www.adcouncil.org/pdf/commitment_children_turning_point_report.pdf