Loading...
HomeMy WebLinkAboutBack-Up DocumentCommunity Youth Against Violence A Non -Profit Organization COMMUNITY YOUTH AGAINST VIOLENCE AT HOME, FED, TUCKED -IN BED BY 11 Curfew Campaign In relationship to parents ACCOUNTIBILTY PREPARED FOR: Milton Vickers( City of Miami Advisor) Authors: Pastor Lorenzo Johnson, (CEO/ FOUNDER) Richard Dunn(FORMERCITY COMMISSIONER) March 7, 2018 COMMUNITY YOUTH AGAINST VIOLENCE AT HOME, FED, TUCKED -IN BED BY 11 Program Summary Beginning 2015, the Miami police department said officers will enforce the city's Juvenile Curfew Ordinance. The curfew, which has been on the books, but not always enforced, requires minors to be inside between 11 p.m. and 6 a.m. during the week and midnight and 6 a.m. on weekends. Any minor who is found to be in violation will get a citation and be taken home or to a holding area. On the third offense, police officers can fine the minor's parents up to $500. Some exceptions include: teens coming home from a job; minor traveling to another state; and minors returning from an event that began before 10 p.m., etc. Anyone under 18 who is caught hanging out after 11 p.m. during the week and midnight on the weekends in Miami will get a citation and a ride home. The growing number of minors involved in gun violence and crimes continues to alarm Miarni's colmnunit\ activist. Community Youth Against Violence activists want law enforcement to enforce a Miami -Dade County curfew for minors in neighborhoods plagued by shootings. The cause of the increase is unknown. although the curfew has inconsistently been enforced in the past. Community Youth Against Violence want the city's youth to be at home. fed and in bed by 10 p.m. This is the slogan behind this new campaign — dubbed "At Home, Fed, Tucked -In Bed by 11 " campaigns to end violence — that aims to crack down on the number of youth curfew violations in the city. This program proposal provides a marketing campaign between the Community Youth Against Violence, City of Miami Police Department, and the City of Miami government with a year-round partnership opportunity to show its leadership in a lifesaving effort in the City of Miami. This initiative builds upon CYAV's current brand. Goal: The goal of the campaign. which will begin as a pilot program in the City of Miami this FY20 I 8. is to increase parental awareness of the curfew lays and to teach them the dangers of kids being out at night. We want to make sure our kids in the City of Miami are safe. and that they have an opportunity to grow up as productive citizens. Target: Our commitment to the program pro\ ides community outreach. education, and to build awareness through conducting community events about the curfew rules on the books targeting minors and their parents. The campaign will be advertised throughout the City of Miami. Strategic Objective: Community Youth Against Violence, City of Miami Police Department and the City of Miami, here referred to as the Partnership, will co -create the strategy for elevating awareness of the curfew laws and to teach them to recognize the dangers of children being outside after curfew in our community. This integrated approach will bring a higher level of awareness to the community about this potentially serious public health threat, while positing the Partnership as a solution towards ending youth violence in the city. As our campaign exclusive At Hone, Fed, Tucked -In Bed by 11, the Partnership will give year-round exposure in the Community Youth Against Violence, City of Miami and City of Miami Police events and promotions specifically related to highlight the curfew laws in the city. The Partnership offers the opportunity to combine our creative teams and resources to co -create the integrated marketing plan designed to deliver a Page 1 of 4 COMMUNITY YOUTH AGAINST VIOLENCE AT HOME, FED, TUCKED -IN BED BY 11 strategic return for the Partnership. The concept proposal below shows the activities and successful implementation. Cause Marketing Benefits: Children and teens still spend more time watching TV than they do using any other type of media, an average of one hour a day among 2- to 8-year-olds (Common Sense Media. 2013) and more than two -and -a -half hours a day of live TV among those 8 and older (Rideout et al.. 2010). TV viewing is gradually shifting from "live" programming (i.e.. watching shows as they are aired) to viewing online or on mobile devices (Nielsen. 201 1) or to programming that is either ad -free (such as on premium cable) or recorded on a digital video recorder (DVR) and watched later, so the ads can be skipped (Common Sense Media, 2013). In addition. some part of children's viewing is on networks that do not have traditional advertising. such as PBS or the Disney Channel. Nonetheless, live TV viewing continues to dominate young people's TV viewing (Rideout et al.. 2010; Common Sense Media. 2013), and the bulk of their viewing is still on ad - supported platforms. Year-round use of statements such as: Community Youth Against Violence, City of Miami Police Department, and the City of Miami are proud sponsors of At Home, Fed, Tucked -In Bed by 11 campaigns to end violence. • Provides the ability to co -brand At Home, Fed, Tucked In Bed by 11 logo/messaging in: o External advertising (print, TV, radio, Web, PSA's, and various Social Media platforms) o PR/media outreach o Internal and external newsletters/circulars o External, local website and/or employee intranet o Custom collateral/awareness materials/educational materials o Product promotions/giveaways to benefit the cause o Tie-ins to existing or customized events, contests, promotions, fundraisers, etc. o On -site signage • PR/media Outreach related to Curfew Rules: a Year-round recognition in PR/media outreach, including press releases, media advisories, etc. o One-on-one interview opportunities with top government, private and non-profit executives, police, parents, and youth per media interest. • The opportunity to promote key elements of At Home, Fed, Tucked -In Bed by 11 through the Partnership's programs such as youth and families, community, employees, and government relations. • Take a leadership role in improving and promoting local curfew laws awareness in the community. • Year-round support on Partnership's social media pages. Brand Usage Rights Benefits: The Partnership will enjoy exclusivity to use the partnership is At Home, Fed, Tucked -In Bed by 11 logo and message within the local, state, and national areas in a Page 2 of 4 COMMUNITY YOUTH AGAINST VIOLENCE AT HOME, FED, TUCKED -IN BED BY 11 year-round communications plan. The Partnership must approve all materials using CYAV branding. Community Outreach, Education and Event Benefits: The Partnership will co -create a nine to twelve-month calendar of activation and communication, including planning with curfew focus, education sessions/messing, and or marketing plan that will be implemented and leverage by the Partnership. • CYAV will offer up to six e-blast communications to be sent by CYAV to the City of Miami and City of Miami Police Department's local rnarket database to reach our local market constituents with a physical mail piece. • Access to year-round At Home, Fed, Tucked -In Bed by 11 platform message and content for use throughout the Partnership's communication channels including website, mailings, social media, advertising, and intranet. • Recognition in the Partnership's public relations activities and media outreach in support of At Home. Fed, Tucked -In Bed by 11, including but not limited to press releases, social media campaigns and press advisories. • Provide a Partnership person to act as a spokesperson for media interviews related to curfew when available. • Ability to tag Community Youth Against Violence, City of Miami and City of Miami Police Department advertising with the curfew's campaign At Home, Fed, Tucked -In Bed by 11, and partnership statements such as "CYAV/City of Miami/City of Miami" is a proud sponsor of At Home, Fed, Tucked -In Bed by 11. • The Partnership has the opportunity to leverage community outreach efforts elated to this curfew campaign to end violence proposal, including but not limited to City of Miami "At Home, Fed, Tucked -In Bed by 11 " proclamation, Curfew Citizen Awards, At Home, Fed, Tucked -In Bed by 11 Tour, Faces of Violence Walk Initiative, Curfew and. Violence Don't Mix Series, City of Miami Violence Prevention Day Twitter Chat, etc. o City of Miami Citizen's Day — Execute a community event/media stunt around City of Miami curfew. The event will educate, engage the community about the curfew laws, as well as, recognize citizens (children and parents) who have shown outstanding advocacy to the curfew rules, and lastly present a proclamation declaring in recognition of the city's curfew laws in effect. o At Home, Fed, Tucked -In Bed by 11 Tour — Large, three dimensional At Home, Fed, Tucked -In Bed by 11 signage/banner presented at nonprofits, area businesses, schools, churches, government. and police departments throughout the City of Miami to increase the community's awareness about the curfew. o Faces of Violence Walk Initiative — The Partnership has the choice to name a select number of local violence victims and their families that will be featured on each organization's social media channels and/or radio stations during National Violence Awareness Week (March 2018/2019). The survivor's "stories" will also be turned into a Survivor Gallery to be displayed at the walk event, more formal and/or local events. A community reception hosted by the Partnership to honor these survivors and their parents or caretakers. Page 3 of 4 COMMUNITY YOUTH AGAINST VIOLENCE AT HOME, FED, TUCKED -IN BED BY 11 o Curfew and Violence Do Not Mix Series A yearlong campaign teaching school - age children, parents/caretakers, schools, community-based/faith-based organizations, area businesses and civic organizations in the City of Miarni about the curfew laws on the books. These will be hosted as lunch and learn within the schools, businesses including afterschool, church, and community gatherings. Also, an evening radio show hosted by Pastor Lorenzo Johnson, aired on WMBM 1490, every Tuesday evening from 6:30pm to 7:30pm. o City of Miami Violence Prevention Day Twitter Chat — this activity will engage residents and Miami -Dade County citizens in a live conversation about the curfew laws on the books in the City of Miami. Government officials, police, physicians, public health professionals, nonprofits leaders and faith -based clergy and other community influencers are invited to the conversation. as well as the public. The date, time and hashtag will be promoted to the public in advance of the event. This chat allows the Partnership's curfew efforts to be highlighted in a local as well as national forum. Resources and Personnel: The Community Against Violence "At Home, Fed, Tucked -In Bed by 11" campaign to end violence Partnership proposal for FY2018/2019 total is $200,000.00 per year. This proposal and the enclosed budget requested signed on March 7, 2018 for the City of Miami is $10,000.00 total. Allocated to cover costs of $5,000 associated with the five (5) activities, events and campaigns as described in this proposal narrative as follows: City of Miami Citizen's Day, At Home, Fed, Tucked -In Bed by 11 Tour, Faces of Violence Walk Initiative, Curfew and Violence Do Not Mix Series, and City of Miami Violence Prevention Day Twitter Chat. Additional consulting and personnel costs subject to: $1,250 consultant fee to conduct program evaluation, monthly reporting and other compliance activities of $1,250, and $2,500 for a -part-time- administrative assistant to handle general bookkeeping, data entry, community outreach and to assist the "Partnership" with planning and implementation of program meetings, program activities, events and/or campaigns. Proposal Contact Person(s): Pastor Lorenzo Johnson, President, Pastor Richard Dunn Program Advisor, and/or Shelly Caldwell -James, Board Member at telephone number (305) 749-9896 or email at cyav20l 7@aol.com. Page 4 of 4