Southern California Saving Our Children Campaign
Hello, My name is Tom Monson, and thank you for taking the time to take a look at the Saving Our Children Campaign.
One thing that moar parents agree on is the need to protect our children.
That’s what the entire idea of the Saving Our Children Campaign is all about.
Contents:
- The drug problem and how drugs affect all of us.
- How our children are at risk.
- Why the Saving Our Children Campaign is a solution.
- I’ll prove it.
The Drug Problem is a National Disaster
I think that by now, we all know that our drug problem is a national disaster.
As you can see, the death rate has more than quadrupled over the past 20 years. Notice in 2012, how the death rate accelerated. Is it a coincidence that the radical growth started when states began to decriminalize or legalize the use of marijuana?
And in a year or so, will be legal in more states and we expect the rate to climb even faster.
But the drug-related death rate is only a small part of the drug problem.
The Drug Disaster
CRIME: Experts say that 80% of crime is drug related.
Domestic Violence: Did you know the leading cause of domestic violence is substance abuse?
Impaired Driving: Over 55% of serious or fatal road accidents involve alcohol or drugs.
Mental Illness: Experts also tell us that long-term or frequent drug use can cause mental illness.
Suicide: The leading cause of suicide is mental illness.
Homelessness: Studies show that 70% of the homeless population has a history of mental illness.
Drugs and Kids
Do you realize that companies spend billions of dollars every year promoting their products with TV ads, billboards, YouTube videos, social media, celebrities, and movies with the goal of influencing our kids to use alcohol, tobacco, and drugs of all kinds?
And if you look at the way the problem is growing, I’d say their campaigns are working.
When do we say, Enough?
So, when do we say enough is enough?
HOW DO WE SOLVE THIS PROBLEM?
It shouldn’t take a detective to solve the problem.
First, we have to identify the cause.
Look at all the variables.
And find the solution.
That seems so simple.
So, why hasn’t anyone figured this out?
For one thing, with drug and substance abuse, there are an infinite number of variables.
But I’m here to tell you that the difference between someone who struggles with addiction and someone who does not comes down to…
A Single Decision
Because at some point in their life, they decide to do something for the first time and ended up with a problem.
And, I’m sure they made their choice without knowing what could be waiting for them, the real possibilities on either side of that decision.
This is why we have to show our children what the possibilities are. Teach them “WHY” they have to say no.
We also have to teach them how those decisions may occur. Because many times they may not even know they’re making a decision.
But here’s the thing, you told your kids to look both ways before they cross the street, Right? But you didn’t leave it at that. You told them WHY they had to look both ways. And you kept telling them until they understood.
It’s the same thing with teaching kids about drugs. They need to understand WHY drugs are dangerous.
And here’s why it’s so important: If you can get someone to wait until their brain physically matures, they are 80% less likely to become dependent on a substance.
Don’t Think Twice
When the time comes, we don’t want our kids to think twice about it. We don’t even want them to think about it. We want the to make their decision before the time comes.
It’s a lot harder to change a mind than it is to make up one.
And that’s what the Saving Our Children Campaign is all about.
Southern California Saving Our Children Campaign
And That’s what the Campaign is all about. It’s a mass-media approach to dedicated to helping them understand why they have to say no.
Our target audience is both children and parents.
The foundation of the campaign employs a message in a story. Why a story?
The Best Way to Teach
For thousands of years, stories have been an effective way to communicate ideas and help people make decisions.
And telling stories through movies is one of the most powerful means to influence, teach, and inspire. Movies help people form opinions and make decisions.
The Centerpiece of the Campaign is Eric’s Song
To a 10 or 12-year-old, a kid who is a couple of years older can be a role model and someone to look up to. In most cases, an older child has a greater influence on a youngster than a grownup.
With that in mind, Eric’s Song is a story about a teenager and his two friends. It starts off by introducing the main character, Eric. He is a lovable and funny kid who just wants to have fun.
We follow his story as he makes a bad decision and the drug takes him. The story illustrates what it is to be a teenage drug addict and all the things you never thought you would do.
Thinking about the decision a viewer will most likely face, they have the opportunity to see where each side of the decision could lead.
This is a teaching moment. An available discussion guide will encourage a parent or teacher to talk about it after they watch the program.
The discussion guide will also point out several other important points to talk with the child about.
Comic-Book Companion
In addition to the movie, we’re printing and distributing a comic-book version of the story.
It will be made up of images, descriptions, and dialogue from the movie.
We want it to be easy to read, so we’ve written at the fourth and fifth-grade levels.
We did a comic with another film and it was very successful.
The beauty of a comic book is it can be shared and read at any time.
It will continue to deliver the message for years to come.
Promote and Play
When everything is ready to go, we set a date for the release and start promoting it.
On the release date, we’ll broadcast it on television and put a free version on the internet.
Essentially, we are going to promote the broadcast and the comic book in Los Angeles, Orange, Riverside, San Bernardino, and Ventura Counties. In these counties, there are about five million Youngsters who need to hear this message. If we can reach even one percent that is fifty thousand kids who will know WHY they need to avoid drug or substance use.
Proof: Southern California Saving Our Children Campaign
Earlier, I mentioned I would prove how this would work.
Jaws effect: Since its release in 1974, the movie Jaws has had a devastating effect on the shark population. Even Steven Spielberg regrets the effect the movie had on sharks.
A good film has the power to change hearts and minds. Can you think of one that impacted the way you think and feel?
Why wouldn’t we think that a good story about drug addiction could do the same thing?
Why Not a Movie on Drugs?
Back in 1999, I produced One Family’s Battle, a film about a healthy young man who becomes addicted to heroin. His sister tells how he tried 26 times to free himself. He eventually dies and leaves behind broken-hearted loved ones.
The state-wide campaign lasted one year. The show was broadcast on 26 television stations throughout Oregon and Northern California.
We promoted it with television, radio, newspapers, posters, direct mail, community presentations, and extensively on the internet.
One Family’s Battle
Here are some of the scenes from the movie.
You can see that Linda did a wonderful job personalizing her brother’s life… and death.
Campaign Results
We received a ton of feedback including dozens of letters.
Here are just a few:
One sponsor told us he received positive comments from new and old customers.
His employees appreciated his company for making a difference.
Television station managers said their viewers were positive about it, and employees felt good about being involved.
A member of congress told us that the program gave a face to the drug problem.
One from a drug treatment center said the broadcast increased the calls of people trying to get help.
But also, the program was successful in getting parents and children to have open discussions about the effects of drug and substance abuse.
Governor’s Award
I don’t think about awards when I do these campaigns because they need to be done.
But It did feel pretty good when the governor gave us the state’s highest media award.
But there was more to come.
Two Years Later
Two Lears later, a friend of mine told me the Oregon State Medical Examiner’s reported heroin-related deaths plummeted more than 50% for the two years following the broadcast.
Looking at the actual reduction in the number of heroin-related deaths, there is no doubt that the Oregon campaign worked.
Moving Forward
Since we’ve produced 14th shows and this is our sixth campaign, I’m extremely confident we will make a compelling show that will get people talking with their kids about drugs and why they shouldn’t use them.
The initial broadcast for the Southern California Saving Our Children Campaign will cover a huge geographical area and will reach thousands of families and literally save the lives of so many children and the adults they will grow up to be.
The Key to Success
Our ability to promote it will have a direct result on the impact it will make in our community.
That’s why starting about two weeks ahead of the broadcast we will run ads on television, and radio, we’ll send out tons of emails, and send announcements using direct mail, and we will distribute flyers, posters, and run print ads. Since the Internet is the wild-wild west of advertising, we will take advantage of proven and new ways to promote the show.
What’s in it for sponsors
Let’s talk about the opportunities for local and regional sponsorships.
Research tells us that customers want to do business with businesses that invest in their communities for important causes. Not only that…
Employees are more loyal to their employers when they support causes that employees think are important. I can’t think of a more important one.
Since sponsorship is an advertising expense, it’s tax-deductible – make sure you check with your accountant or your tax preparer.
So, if you’re spending money on advertising, all you have to do is just move a small chunk of it over to the Southern California Saving Our Children Campaign and you become part of the solution.
The Next Step
Want to feel good about something?
Then join me.
Learn why our Win-Win Sponsorship is good business
Working together we can drastically cut the number of our children who are being killed or end up ruining their lives because of drugs and substance abuse.
Please, join me!
PS: If you are located in Southern California and part of a networking group, such as a chamber or civic group, I am happy to give short presentations to the group. You are also welcome to play for the group a 15-minute presentation I prepared on Vimeo: (https://vimeo.com/797874591/acfb2c3cba)
Thank you.
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WHY I DO THIS WORK…
People often ask me why I do this work.
When a drunk driver killed my son, Matt, it changed my life forever.
And I had to figure out a way to come to terms with it. So, I decided to give his death meaning by producing films and educational material to prevent the needless deaths of other kids.
I’m happy and sad to tell you that because of his death, we’ve saved the lives of thousands of sons and daughters, brothers and sisters all around the world.
Our material has helped young people understand the truth about tobacco, marijuana, alcohol, and drugs.