The Family League of Baltimore City
(FLBC) has selected MEE Productions Inc.
to design and implement a youth-targeted social marketing campaign
that would positively impact the lives of youth ages 5 to 17 in
Baltimore. Campaign activities are concentrated in three communities:
Southern Park Heights, Southwest Baltimore, and Madison East End/Patterson
Park. The Change The Game campaign is designed to reduce school
truancy, substance abuse and juvenile delinquency by changing
the norms, values, attitudes and behaviors of youth. The campaign
also intends to increase the awareness and involvement of adults
and the community at-large.
The campaign combines both traditional and nontraditional
communication channels in a culturally-relevant, peer-led initiative
with eight major components:
Radio Advertisements on youth-oriented stations;
Billboard Advertisements in the targeted communities;
An array of Media Materials (campaign video,
video discussion guide, brochure, postcard, and poster) for
dissemination in the targeted communities;
MEE Community Network members serving as distribution
points for campaign materials and as places where community
members can access youth development information and receive
referrals;
A Community Action Team (CAT) of youth to conduct
outreach in the targeted communities;
A Peer Group Leadership Network (PGLN) to encourage
peer-to-peer communications among youth;
Campaign Partnerships with community-based
organizations such as grassroots groups, recreation centers,
community centers, advisory councils, schools and churches;
and
A toll-free campaign information line (1-800-492-0618)
that provides referrals to campaign partners that offer services
and programs.
