Citigate will push media to focus on preventing abuse

CHICAGO: A child-abuse-prevention group has hired Citigate Communications to launch a national campaign attempting to focus media attention on ways to prevent child abuse.

CHICAGO: A child-abuse-prevention group has hired Citigate Communications to launch a national campaign attempting to focus media attention on ways to prevent child abuse.

"Getting the media to focus on the prevention end of this story is extremely difficult,

said Kevin Kirkpatrick, director of marketing and communications for Prevent Child Abuse America. Most media reports dealing with child abuse focus on trials of child abusers, not on prevention, Kirkpatrick explained.

Kirkpatrick's group will spend $30,000 with Citigate, with some pro-bono work expected.

The campaign began two weeks ago with press releases to major media and a redesigned website. "We're trying to get the media to realize that they're perpetuating a disservice

by giving the impression that child abuse is inevitable, said Kirkpatrick.

The campaign, funded by a $1.5 million grant from the Doris Duke Charitable Foundation, also includes PSAs in English and Spanish.

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