"Beat your habit, not your kid": a public relations case study of a child abuse prevention campaign directed toward substance abusers

Abstract

This is a case study of a public relations campaign which addresses a social problem through the parameters of a public relations method. The campaign titled, "Beat your habit, not your kid" addresses the connection between substance abuse and child abuse / neglect. The campaign used a series of brochures, posters, newspaper ads and radio spots to encourage those affected by substance abuse / neglect to call a statewide 1-800 number manned by professionals from the Oklahoma State Department of Mental Health and Substance Abuse Services. According to the National Institute on Alcohol Abuse and Alcoholism, genetic studies indicate that alcoholism tends to run in families and that a genetic vulnerability for alcohol exists. In addition, there are many similarities between families plagued by substance abuse and child maltreatment. The campaign analyzes the effectiveness of James Grunig's two-way symmetrical model by measuring the number of calls to Reachout as a result of the components used.