“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.” – Publisher’s description
