CAMPAIGN: TAASA, USA This campaign is an example of not-for-profit public relati

Question

CAMPAIGN: TAASA, USA
This campaign is an example of not-for-profit public relations activity
requiring high degrees of political will, sensitivity and appropriate tools
and techniques to achieve its statewide, strategic aim.
In April 2003, the Texas Association against Sexual Assault (TAASA)
initiated a statewide public awareness campaign based upon the powerful
true-life sexual assault stories of six Texas women. The campaign
was a first for the state of Texas regarding the issue of sexual assault,
and included paid as well as donated television and radio advertising,
public service print advertising, media outreach, coalition building and
grass roots efforts. The call to action was to encourage survivors of
sexual assault to contact the toll-free sexual assault hotline or visit the
TAASA website to get more information on sexual assault, to know
they should ‘Speak up. Speak out’.

Challenge vs opportunity
Every two minutes a person is raped in Texas. Two million Texans, or
13 per cent of the population, have been victims of sexual assault. For
every report of sexual assault, there are four others that go unreported.
Much confusion existed about what constitutes sexual assault, and
more than half of Texas residents were not aware of sexual assault services
available in their communities.
TAASA initiated a statewide public awareness campaign in 2003 to
foster understanding and communication about sexual assault and to
lift the social stigma associated with the issue. Research has been the
foundation and guide for all aspects of the campaign’s development.
The ‘Speak Up. Speak Out’ campaign is the first time any state has
undertaken public awareness efforts of this magnitude regarding
sexual assault.

Research
Weber Shandwick and KRC Research conducted a statewide survey
and coordinated focus groups to test Texans’ true attitudes to sexual assault.

This survey was the most comprehensive of its kind undertaken
by a state to that date and revealed the startling results described above.
TAASA also commissioned a sexual assault prevalence study conducted
by the University of Texas and Texas A&M.

Strategic plan
Objectives were developed to
create broad awareness of the issue of sexual assault throughout
the state of Texas;
increase understanding and knowledge of services available to
prevent assault and support victims;
position TAASA as a leading advocate and voice on the issue of
sexual assault in Texas;
develop a statewide public awareness campaign to educate the
public on sexual assault;
institute a paid advertising campaign across Texas to control
messages to the target audience;
provide TAASA executives to speak about sexual assault across the
state;
educate policymakers and gain legislative support of TAASA’s
agenda;
conduct an aggressive community grass roots campaign disseminating
information about community sexual assault services to hospitals,
schools and law enforcement agencies and maintain regular
communication; and
educate Texas university students with specific college campus activities
revolving around sexual assault.
Additional tasks were set to achieve the objectives, including:
print coverage in TAASA key markets;
broadcast publicity at key 2003 events;
securing print, broadcast and online interview/briefing opportunities;
coordinating legislative-related meetings;
creating and disseminating e-newsletters to key TAASA stakeholders
and information about TAASA member agencies;
securing participation in Green Ribbon Week (GRW); and
securing at least one corporate or media partner for TAASA.

Operational strategy
The campaign was unveiled to the public at TAASA’s annual conference
during a February press conference. A ‘PR 101’ course for TAASA member
agencies was held to educate attendees on bringing the campaign
to their communities. Course kits were mailed to agencies, including
copies of the PSAs and press kit materials for use locally. An 11-city
media tour for TAASA executives to support Sexual Assault Awareness
Month (SAAM) in April was scheduled and implemented. Paid TV and
radio advertising ran in April and August and a college newspaper print
campaign and campus poster campaign were produced for August
and September. Media relations assistance was provided to member
agencies for April’s SAAM and GRW events and PSA placements
(outside paid media buy) were secured on state television and radio
stations to extend the reach of the campaign on TV and radio. The
TAASA website was redesigned to include public awareness campaign
materials for visitors accessing the site from advertising and public
relations efforts. Survivors’ stories and other news hooks were pitched
throughout the year to national, local and regional media to promote
the campaign, along with coordinated interviews. Legislative outreach
was conducted in Washington, DC and Austin in January and April, and
contact was maintained with them via phone and through person-toperson
meetings throughout the year. An e-newsletter was designed
and distributed in March and August of 2003 to keep key publics
informed about the public awareness campaign and its success.
Various organizations were contacted for participation in GRW and
SAAM and campaign materials were distributed to universities and
organizations across the state to increase knowledge of the issue,
including speaking engagements at Texas colleges in Autumn/Winter
2003; local-level media outreach was made for these engagements to
secure participation and support from local member agencies at college
events. Press kits in English and Spanish, press releases, e-newsletters,
brochures and other core materials were developed and presentations
were given to potential sponsors for the campaign.

Evaluation outcomes
There was a threefold increase in April and a twofold increase in
August for hotline calls over those same months in 2002. Call
volume doubled from March to April 2003 and increased almost
30 per cent from July to August 2003.
TAASA website traffic increased threefold at the ad campaign
launch and increased 20 per cent from July to August 2003 during the second airing of the campaign. Weekly traffic increased 105
per cent from January to April 2003.

Several rape crisis centres reported that survivors came forward to
seek help, citing the public awareness campaign as their reason for
speaking out.
TV advertising was placed in the four largest markets: Dallas,
Houston, Austin and San Antonio. Radio advertising was placed in
16 additional Texas markets.
More than 800 free TV spots and nearly 5,400 radio spots ran.
Over $1 million in-kind donations helped to extend the life of the
campaign.
Clear Channel Communications became a media partner by donating
outdoor advertising, additional online advertising and radio
interview time.
118 print, 104 broadcast, 2 wire and 99 online placements were
secured for the campaign reaching more than 85 million people.
Coverage included publications that targeted key audiences, including
ItsTeen.com, BellaOnline.com, Girlzone.com, Go-girl.com, Telemundo,
Univision and National Hispanic Corporate Council.
National media placements included ABC’s ‘Good Morning America’,
Lifetime magazine, CNN, US News and World Report, and Associated
Press.
Significant print articles on the campaign were placed in major
daily Texas newspapers including Houston Chronicle, Dallas
Morning News, San Antonio Express-News and Austin American-
Statesman.
A media tour was conducted in 11 Texas markets to publicize the
campaign in April 2003; it secured 12 TV, 34 radio, 23 print and 43
online placements.
Approximately 30 legislative briefings with ongoing communications
with policymakers were secured via e-mail, phone and
material mailings.
More than 3,000 pieces of TAASA literature were distributed to
more than 20 Texas colleges and universities to educate students
on the issue of sexual assault.
A statewide tour of over 17 college and university campuses featured
survivors sharing their stories with students.
Media relations assistance to local TAASA agencies for SAAM were
provided (11 key markets and 20 rural communities) and GRW
events (outreach to 20; secured participation from 7).
Two e-newsletters were distributed to approximately 400 TAASA
contacts including member agencies, board members, media and
supporters.

Based on the information provided:
i. Do you think that different tools and techniques are required for
charity PR vs business PR and if so, by applying Figures 2.5 and 2.8,
discuss what they are and why?
ii. Who were the boundary spanners at TAASA?
iii. By focusing on Figures 2.6 and 2.7 and given the sensitivity of the
subject matter, what processes helped to increase hotline and website
traffic?
iv. Was ordinary or extraordinary management of the PR campaign a
contributory factor in its’ success?
v. What intangible assets are likely to add value to TAASA’s member
agencies and how could they be reported as tangible outcomes?

Explanation / Answer

i. Do you think that different tools and techniques are required for

charity PR vs business PR and if so, by applying Figures 2.5 and 2.8,

discuss what they are and why?

The tools and techniques for a charity PR differ only in the messaging. For any social cause, it has to be real and relevant, it could not be fake else people will find it sooner or rel. So what TAASa has done to take care of this aspect, they have actually shown the true-life stories of the people affected by sexual assaults. This creates a sense of connectedness among the audience to feel for the cause.

ii. Who were the boundary spanners at TAASA?

The real-life survivors and their stories were the binding glue and the boundary spanners at TAASA. Their stories and other news hooks were pitched

throughout the year to national, local and regional media to promote awareness

iii. By focusing on Figures 2.6 and 2.7 and given the sensitivity of the

subject matter, what processes helped to increase hotline and website

traffic?

The identities were not disclosed and there was a lot empathetic approach towards the entire thing which made people come out and voice their concerns.

Also, once the story of real-life people was told, it gave a motivation and courage to other victims as well.

iv. Was ordinary or extraordinary management of the PR campaign a

A contributory factor in its’ success?

Yes, the extraordinary management of the PR campaign was a contributory factor in the success of the entire program. The whole issue was very sensitive but it was dealt with utmost empathy and professionalism.

v. What intangible assets are likely to add value to TAASA’s member

agencies and how could they be reported as tangible outcomes?

Intangible Assets

Tangible Outcomes

Related Questions

Navigate

• Browse (All)
• Browse C
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.