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"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 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.
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