PROGRAM ELEMENTS The following recommended elements are aimed at helping to increase understanding of the trafficking issue as well as to help inform the target audiencesfkey inte-rmediaries about preferred identification and action steps when encountering a victim. This section is laid out chronologically, providing a road map of activity between November
We expect the plan and specific tools to be modified as necessary and as additional information is uncovered. November
Message and Material Developtnn
Develop Key Messages ,and Campaign Identification
Using the messages presented in the
as a starting point, the Ketchum team will further refine those ideas and develop overarching campaign messages, as well as supporting message points specific to each of our target audiences. The general platform will include messages that cover the following: Definition of trafficking Availability of services Action statement Victim
In addition, the ~etchuin eam will develop a logo or graphic identification for the campaign. This logo will be placed on all media and target audience materials to alert the user that it dgyeloped in cooperation with the HHS program and is specifically
related to trafficking. We may also want to allow local organizations and grantees to use the logo on material approved by HHS.
Develop Earned and Paid Media Materials The Ketchum team will develop materials for use in conducting outreach to media. These materials will be developed for use at the national level and will be customized for use in the three local test markets.
will also be developed in a fashion that will--
make them helpful information tools for dissemination to potential coalition members, third-party partners or other intermediaries. They will be fashioned in a way that they can be easily customized for a particular audience.
arned Media Materials
The following will be used for press outreach to national, local and trade media:
Fact SheetsfBackgrounders Definition of Trafficking and Key Statistics Commercial Sex Trafficking Labor Trafficking (Agricultural, Domestic Servitude, Industrial) Trafficking Victims Protection Act Global Trafficking vs. Domestic Trafficking Federal Government Anti-Trafficking Initiatives