The Impact of a Media Campaign on Public Action to Help Maltreated Children in Addictive Families

This article reports the impact of a South Carolina state-wide campaign based on the collaboration among media & human services professionals & the application of principles from the theory of reasoned action. It describes the multimedia project, summarizes key outcomes, & offers recommendations for future public awareness projects. The camapign helped to increase by 62% the average number of people who called a telephone service seeking information about how to aid abused & neglected children.