1. Only About Children
Hanae El Alaoui

2. OUTLINE Phase One/ Formative Research Analyzing the situation
Analyzing the organization
Analyzing the public
Phase Two/ Strategy
Establishing Goals and Objectives
Formulating Action and Response Strategies
Developing the Message Strategy
Phase Three/ Tactics
Selecting Communication Tactics
Implementing the Strategic Plan
Phase Four/ Evaluation
Evaluating the Strategic Plan

3. PHASE ONE: FORMATIVE RESEARCH
Analyzing the situation:
In the U.S. alone, more than 676,000 children were victims of abuse in 2011, according to Child Protective Services Agencies.

4. Reaching out to abused children is difficult especially that they are often abused by the one that are closest to them, the one who are supposed to take care of them and protect them (parents or guardians)

5. Analyzing the organization
1- Internal environment
Performance:
ANAR (Aid to Children and Adolescents at Risk) is a nonprofit organization dedicated to the protection of youth
It is considered to be an entity with a proven capacity to provide services in Spain.
Its origins go back to 1970 with the opening of Foster Homes to the defense, and promotion of children and adolescents at risk and abandoned, by developing projects in Spain and in Latin America

6. Niche: Youth protection
Structure: its mission is to protect the youth right within the framework of the UN Convention on the Right of the Child.
Ethical base: the organization is strongly committed to provide children with all the help and support they need

7. 2- Public perception
Visibility: although the organization is the largest organization for child protection in the region, it is still unable to reach many abused children
Reputation: the organization has a very good reputation among the public

8. 3.External environment:
Supporters: the EU, Spanish and Latin government, adults who are against child abuse
Opponents: the abuser who would do harm to the children and prevent them from seeking any help
External impediments: Children feel afraid to report the abuse because they are often abused by their gradients with whom they stay most of the time

9. Analyzing the public:
children who are abused or need ANAR help but are terrified form their gradients

10. 1- Establishing Goals and Objectives
Phase two: Strategy:
1- Establishing Goals and Objectives
Goal: help abused youth
Objective:
Raise awareness of the foundation
Make the youth aware of their phone number for children and teenagers at risk

11. 2- Formulating Action and Response Strategies:
Action and communication Strategy:
The main aim of the campaign is to find a way to make children aware of the help that exists out there for them – and get their attention – without letting the adult know. How?
It has to be done in secret

12. ANAR decided to launch an out door campaign during the International Day Against Child Abuse that can reach only children
They used Lenticular photography to create an image in a way that makes viewers see one of two different photos, depending on where they're standing.

13. Phase three: Tactics
They created a bus-stop advertisement that features the organization hotline number for children to report abuse.
What is special about the ad is that the company made the hotline number, and much of the ad's content, visible only to those under a certain height -- presumably children

14. Anyone taller than 4 feet 5 inches would see a picture of a boy with an unmarked face and the following message: "Sometimes, child abuse is only visible to the child suffering it."
Anyone under that height would see an image of the boy with a bruised face, the organization's hotline number ( ) in white text, and the message, "If somebody hurts you, phone us and we'll help you."

17. Evaluation
The campaign has succeeded in spreading awareness, among children about the company.
The company's YouTube video says, "thanks to the publicity and all the comments on social networks, the campaign has achieved its main objective: Raise awareness of the Foundation and its phone number for children and teenagers at risk.

18. Digital video allowed ANAR to share its unique message and shed a light on this worldwide issue.
True Reach of 7.7 million views and more than 37,000 Facebook shares within one week of its first launch

19. References
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