Welcome to Prevent Child Abuse America’s (PCA America) and the FRIENDS National Resource Center for Community-Based Child Abuse Prevention’s Reframing Child Abuse and Neglect Tool Kit. Produced by PCA America for FRIENDS, this tool kit 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. The strategic frame analysis explored public perceptions and understanding regarding child maltreatment using innovative audience research and message development strategies. This groundbreaking research has provided the field with a better understanding of how the public truly thinks about child abuse and neglect, and is changing how child advocates communicate about, and advocate on behalf of, the issue.

In this tool kit you will find information that explains the theory behind the FrameWorks Institute’s strategic frame analysis, key findings and recommendations from the research, as well as some of the obstacles advocates face in communicating about this issue.  Most importantly, the tool kit contains practical information, materials and guidelines on how to best implement this research to increase public understanding of and engagement in child abuse prevention.

PCA America also extends its gratitude to the Doris Duke Charitable Foundation for funding the strategic frame analysis and to the FrameWorks Institute in Washington, DC, and its partners Cultural Logic and Public Knowledge, for conducting this important research.

This product was developed by Prevent Child Abuse America under a subcontract with the FRIENDS National Resource Center. FRIENDS is funded by the U.S. Department of Health and Human Services, Administration for Children, Youth and Families, Office on Child Abuse and Neglect, under discretionary Grant 90CA1729. The contents of this publication do not necessarily reflect the views or policies of the funders, nor does mention of trade names, commercial products or organizations imply endorsement by the U.S. Department of Health and Human Services. Standard rules of citation for all intellectual property apply. The FRIENDS National Resource Center, Prevent Child Abuse America and the FrameWorks Institute and its partners, Cultural Logic and Public Knowledge, must be credited appropriately in all uses of the information contained in this tool kit. All FrameWorks Institute materials, including those of its research partners, Cultural Logic and Public Knowledge, cannot be represented, adapted or distributed without the express written permission of the FrameWorks Institute.





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