Class:
Not-For-Profit Promotion
Objective:
To communicate basics of housing
discrimination and encourage complaints.
Strategy and Execution:
When city
officials determined previous campaigns involving public service
announcements and advertisements were not effective in communicating
citizen's rights, a specialty advertising campaign was targeted to
Tampa preschool and primary grade school children. The one-year
program began in September 1991, and included a distribution of a
"kit" containing specialties and printed materials carrying out the
theme, "Equality Begins in the Home." Included were crayons, rulers,
pencils and a slide glide "Safety Basics for Kids Home Alone," all
decorated with animal character logos. Focal point of the kit was a
"Living in Harmony" coloring book which defined housing rights and
instructed children to talk to "mom and dad about fair housing."
Community outreach workers and teachers were encouraged to discuss
the topic with children, and some participants used role-playing and
skits to clarify the message.
Results:
In January 1992
the city received 33 housing discrimination complaints, twice the
number the city received in all of 1991, it was reported. A
spokesperson for the Boys & Girls Clubs of Tampa Bay said, "The
kits provided a tremendous impact on our children and, I'm certain,
their parents.
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