Community Relations Campaign – Cyber Safety

Strategy

The news had been filled with stories of abductions, molestation, and murder of children. The reports have been disturbing. While parents are aware of the dangers to their daughters of talking to or getting a car with strangers, the Internet is a little known recognized danger to families.

Girl Scouts of the Chesapeake Bay Council was a trusted and known brand throughout their community. This organization was in the position to positively educate girls and families regarding cyber safety.

To raise the organization’s profile, it leveraged research provided by its own research institute and the seriousness of this topic in order to reach diverse stake holders. The two key messages were: summer should be cyber safe and give girls tools to be safe on the Internet.

Tactics

The Cyber  Safe Summer Awareness Campaign took place during the month of June when school is released and many children are with limited supervision.

The tactics encompassed public service announcements, online, and tip sheets for children and families. The campaign focused heavily on reaching out to the media and driving people to the website for information.

Results

The media was responsive to the campaign. Numerous stories on radio and TV reached and raised awareness. In addition, there was an Op-Ed in the News Journal.  During the month of June, 3% of all visits to the website went to the Cyber Safety page of the organization’s website.

Due to the positive responses from the community, the campaign evolved into a series of community events based on issues important to girls.

Received Local and National Recognition

2006 National Federation of Press Women Communication Contest – First Place

2006 Delaware Press Association Communications Contest – First Place