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Client: State of Delaware’s “Focus on the First 60 Months” program

Objective: Create an ad that would reduce child abuse by encouraging parents and other caregivers to use available state agencies for assistance before hurting their children.

Strategy: Appeal to parents by recognizing that abuse is often due to parental stress rather than evil intent.

Results: The ad hit just the right tone by making parents the “hero.” Parents realized that state agencies were there to help them as well as their children. Knowing this made them much more likely to utilize their services. The ad’s power was recognized by several award shows as well.