• Dec 2006/Jan 2007
  • Vol. 7, No. 9

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Reframing Child Abuse and Neglect

The FRIENDS National Resource Center for Community-Based Child Abuse Prevention is now offering the Reframing Child Abuse and Neglect CD-ROM and web-based toolkit. Produced by Prevent Child Abuse (PCA) America for FRIENDS, this toolkit shares the research findings and recommendations from PCA America's 2003 strategic frame analysis of child abuse and neglect prevention conducted by the FrameWorks Institute. This research examined how the public thinks about child abuse and neglect and how child advocates communicate about this issue.

The toolkit offers background information on strategic frame analysis as well as practical information, materials, and guidelines on how to implement the research to increase public understanding of and engagement in child abuse prevention. Also included are several case studies from organizations that have used the research findings and recommendations to implement new communications strategies.

The toolkit is available on the FRIENDS website:

http://www.pcain.org/files/Council_Documents/Marketing_and_Public_Relations/FramingTheoryExplained.pdf

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