U.S. Department of Health and Human Services
Client
The Department of Health and Human Services (HHS) Center for Mental Health Services (CMHS) sponsors a nationwide campaign to prevent bullying, reaching out to inform educators, parents, and community members-as well as youth themselves-about ways to identify and curb bullying behaviors among children and teens.
Challenge
In 2004, Reingold created a CD-ROM that organized all of HHS' bullying material into a three-dimensional wireframe, built from the customer's eye-view. But with a limited budget, HHS needed a cost-effective way to rapidly disseminate this great tool to its diverse audiences nationwide.
Enter Reingold
Working with HHS, Reingold identified dozens of organizations with a direct interest in putting a stop to bullying, each with its own network of members and stakeholders who would benefit from the CD-ROM. Then we conducted a series of contacts (telephone calls, direct mail, and emails) with target organizations to identify the individuals who had the strongest influence over community leaders, parents, children, and educators. We invested time to inform these champions about the resources available to help educate the public about bullying and provided them with briefing packets about the CD product and its goals, detailing the role they would play in the outreach campaign.
Results
Within the first two months of outreach, Reingold enlisted national torchbearers for the resource card among 25 educational and youth-serving organizations, including the National Education Association, Students Against Destructive Decisions, National Association of School Psychologists, Boys and Girls Clubs of America, National Association of Pediatric Nurse Associates and Practitioners, and the AARP Grandparent Information Center. Through our outreach, we delivered more than 40,000 resource cards to school districts, parent organizations, educational associations, and other youth-serving organizations.