Communicating Connected by 25Lessons from Florida

Purpose of Communications Effort in Hillsborough County:

• Inspire community members to step forward as “door openers”

• Create a “buzz” around Connected by 25 in order to:– Encourage replication of program by other

Florida Communities– Encourage better state policies

Audience

• The public (potential door openers)• Journalists• Policymakers• Funders• Practitioners and providers

Strengths

• Showcase inspiring youth stories• Compelling messages:

– 18 is too early to be on your own– Current system is not working– Would you open a door for me?

Strengths (cont.)

• Provide specific ways public can help• Stress role of communities – not just

government• Sympathy for foster care population• Part of a national initiative • Manageable population – “can make a real

difference”

Strategy

• Develop communications plan• Create Connected by 25 “identity”• Produce compelling outreach materials

(brochure, video, and website)• Conduct intensive outreach to media

(reporters, columnists, and ed. boards)• Capitalize on event with Governor

Jeb Bush

Creating the Connected by 25 Identity

• Logo– Attractive and compelling– Accessible to multiple age groups

Outreach Materials: Brochure and Video

Outreach Materials: Website

Outreach Materials: One Page Overview

Media Outreach

• Creating a Buzz through Captain Schupay

Coverage

Media and Kick-Off Event

Media Advisory for Kick-Off Event Press Release about Event

Media and Kick-Off Event

These kids are aged out, but not grown upSt. Petersburg Times columnist ERNEST HOOPERPublished: October 21, 2005

Columnists

Reporters

Kathy Fountain, WTVT, Your Turn Sheri Ackerman,

Social Services Reporter

Curtis Kreuger, Social Services Writer, St. Petersburg Times

Businesses Step Up for Foster KidsPublished: Nov 2, 2005

Pushed Out at 18Published: Nov 12, 2005

Editorial Board Visits

The payoff:

• Donations• Offers by 2 local

hospitals to provide paid internships

• Offer by real estate developer to provide housing

• Gov. Bush is now a pledged “door opener”

Future strategies:

• Continue to promote Connected by 25 through the media and other outreach strategies

• Document lessons learned and make available to other potential Florida sites

• Conduct outreach to policymakers on how they can better serve this population