Children's Services Council
Parenting Matters



The Situation

The Children's Services Council was created to provide additional funding and programs for the children of Palm Beach County. It found that children's lives could not be improved without also assisting parents to become better parents.


The Challenge

Develop a program that encouraged parents to seek assistance and information.


The Response

A campaign plan was developed. Initially survey research, both quantitative and qualitative, was used to both understand parents' concerns and test themes and messages.

The campaign included advertising, radio and television commercials, as well as a "field operation" and direct outreach to parents.


The Result

As a result of the campaign, parents were driven to attend parenting classes and obtain information that helped them improve their parenting skills.

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