Children’s Bureau Outdoor Campaign Promotes Simple Childhood Pleasures.

“Let them dream big” and “Tickle twice a day” exclaims several hundred billboards and bus panels now appearing across Southern California courtesy of Children’s Bureau, a non-profit leader in the prevention and treatment of child abuse and neglect.

“These simple messages tell of our hope for all children,” said Alex Morales, Children’s Bureau Executive Director. “Oftentimes, however, we can become overwhelmed with our role as a parent, spouse or caregiver. To help these fragile families, family resource centers offer a ‘one-stop shop’ with all types of services and family fun activities geared toward parents with children, especially those with infants, toddlers and preschoolers,” said Morales.

Recognizing the valuable support that family resource centers provide communities, Children’s Bureau was recently awarded a grant by the California State Office of Child Abuse Prevention to share its expertise in what it takes to design and operate a well-rounded family resource center. The program — called Strategies — provides training and technical assistance to hundreds of existing and emerging family resource centers throughout Southern California. Children’s Bureau also operates several family resource centers — each tailored to the specific needs of the communities in which they thrive.

“We just want people to know that child abuse can be prevented and family resource centers are here to help,” added Morales. “The billboards are a generous gift that allow us to reach those at-risk families,” Morales said.

The pro-bono advertising campaign (which features messages in English and Spanish) was created by Asher/Gal & Partners Advertising with California Commerce Bank and Morrison & Foerster Foundation sponsoring the printing cost of the paper. Several outdoor companies donated the nearly 700 billboard spaces and 400 interior bus spaces which will be seen throughout the Southland through March.

With more than 95 years of experience, Children’s Bureau offers a variety of child abuse prevention and treatment programs (i.e. foster care, adoption, NuParent, mental health services, etc.) that help over 5,000 at-risk children and parents each year. The Strategies program provides training, conferences and support to family resource centers. For more information, see Children’s Bureau’s Web site at

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