"Save a Life" Model Program Case Study

"Save a Life" Model Program, Miami-Dade County, FL Public/Private Partnership with the State Attorney's Office, Dade County Alliance Against Domestic Violence and Omnipoint Communications

Challenge:

Create a unique countywide program to successfully address the problems of domestic violence, while enhancing relations between county and city government officials and Omnipoint.
Promote Omnipoint as a "good corporate citizen" with the community while positioning the company as a leader in the business community.
Promote the company's mascot, Omni the Parrot, and create opportunities for maximum exposure to ensure brand reinforcement.

Approach:

Conceptualized logo and slogan as well as marketing tools such as magnets and a public service announcement in English and Spanish.
Developed press materials in English and Spanish and worked with the state attorney, county and city officials and law enforcement to launch the program with a major press announcement.
Identified key messages targeting families and developed a unique activity book, featuring Omni the Parrot, designed for children, especially those living in abusive households.
Implemented a strategic community outreach plan to include educational visits and training for businesses, schools and churches.
Established an automated Omnipoint Domestic Violence InfoLine for the community to receive information regarding the program and to set up training for their organization.
Assisted in implementing a Domestic Violence Walk-a-Thon with local government officials, law enforcement and community agencies. Provided media support.

Results:

Secured extensive print, radio and television media coverage in English and Spanish.
Generated calls to the Omnipoint Domestic Violence InfoLine.
Increased community awareness and involvement regarding domestic violence.
Fostered relationships between government officials, law enforcement and the Dade County Alliance Against Domestic Violence.
ECA provided substantial pro bono public relations and media support for the program winning the National Communication Award as well as honors for the Bronze Anvil.