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Violence Prevention and Mental Wellness
|| Blueprint for a Safer Philadelphia
Addressing Youth Violence in Philadelphia
As a result of MEE’s social marketing campaign, Blueprint messages effectively penetrated and mobilized the Philadelphia community to prevent violence. MEE was extremely effective in raising awareness of youth violence among residents in the hardest-hit communities and began a dialogue to generate potential solutions. For the multiyear Blueprint campaign, MEE produced bimonthly evaluation/tracking reports that presented the accomplishments and challenges of the social marketing campaign. Several of the evaluative measures are highlighted below.
In multiple years, radio advertising was placed on culturally-specific stations in Philadelphia that allowed the campaign to effectively and efficiently reach its primary targets. The use of radio also included talk radio outlets and community promotions organized in conjunction with local radio stations. Working with our media partners, we tracked the reach and frequency of all ads, along with the number of sponsored promotional events. SEPTA transit ads ran on carefully selected bus, subway and El train routes during the campaign. Viewer impressions of these ads were also tracked.
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