Aug 29, 2014
Content We Love: How Non-Profits Can Use Owned and Paid Media to Spread Awareness
In the wake of the ALS Association’s Ice Bucket Challenge phenomenon, a lot of discussion has been centered on how more non-profit organizations can leverage digital communication to increase awareness of social issues. One of the most important parts of a non-profit’s communications strategy is to educate the general public about the importance of their cause with facts and information that will inspire action. Safe Kids Worldwide, a non-profit organization aimed at preventing childhood injury, demonstrates how the power of content distribution can help spread awareness of a single message to the greatest audience possible in a press release titled, “Can We Change the Culture of Youth Sports?”
Safe Kids Worldwide partnered with Johnson & Johnson to shed light on the dangerous behaviors and cultural expectations of child athletes that can result in severe injuries or in the worst case scenarios, death. The release employs a mix of tactics to grab attention and get the point across effectively:
- An infographic included in the press release highlights key findings from the survey in a concise and visually engaging way. Content needs to be delivered in all the formats that audiences prefer to consume information. Considering that mommy bloggers are a powerful source of influence on the web, this infographic is a great visual to accompany a potential story.
- The headline uses a provocative question to capture attentions and a subhead provides supporting detail to hint at the findings of their survey
- The lead paragraph omits the boilerplate language and instead begins with an alarming stat regarding the number of children who sustain a sports injury every year to immediately grab attention.
- A call to action linking to the survey and infographic immediately after the first paragraph drives readers to the intended action to learn more about the seriousness of child sports injuries
- Additional stats are listed separately to surface different story angles
- Statements from the President and CEO of Safe Kids Worldwide, Kate Carr and NCAA’s former football coach Jack Crowe, emphasize the importance of the issue and offer journalists a highly credible source to quote in their stories
- Bullet points and bold text with sports safety tips the eye toward the bottom of the release as well
Stats from the “Changing the Culture of Youth Sports” report as well as the executive quotes from the release were republished in major outlets including CBS News and USA Today. For other non-profit organizations who need help spreading awareness of their messages, Safe Kids Worldwide sets an example of how content can be formatted and shared in different ways to bring much needed attention to a cause. Congratulations to Safe Kids Worldwide on their efforts to prevent child injuries and on the success of their release!