Identity and Promotional Campaign:
Delaware County Children's Advocacy Center
An Honors Thesis (Honors 499)
by
Megan Dana
Thesis Advisor
Christine Satory
Ball State University
Muncie, IN
December 2005
Table of Contents
3
Abstract
5
Acknowledgements
6
Identity Campaign
Logo Design
Business Card
Letterhead
Envelope
10
Awareness Campaign
Brochure
Posters
Outdoor Advertising
15
Promotional Concepts
Bookmarks
T-shirts
17
WebsHe Design
CD with Interactive Files
19
Bibliography and Inspirational Resources
Abstract
A Children's Advocacy Center is a facility where abused and neglected children
can be interviewed and counseled in a warm, non-threatening environment.
This non-profit organization was founded on the belief that child abuse is a
community problem that no single agency can effectively handle by itself;
therefore, trained professionals from different fields work together under one roof
to respond to cases. These multi-disciplinary teams include trained interviewers,
prosecutors, law enforcement officials, social service workers, mental health
professionals, and forensic nurses.
In counties where advocacy centers have already been implemented,
investigations have proven to be more efficient because efforts to gather
evidence are not repeated. As a result. children are less traumatized because
they are not subjected to multiple interviews. In addition to investigating
and prosecuting existing cases, the advocacy centers play an active role in
educating the community about how to prevent future cases of victimization.
Currently, Delaware County is developing a Children's Advocacy Center based
on successful models across the country. Local community leaders are in the
process of putting together an effective multi-disciplinary team to enhance
their existing SMART team {Sexual Molest & Abuse Response Team}. They have
successfully purchased a facility to house the new advocacy center in the spring
of 2006.
When new organizations like the Children's Advocacy Center take shape. visual
communicators can play an instrumental role in creating their personality. With a
major in graphic design and a minor in marketing, I saw an opportunity to utilize
my skills to create a memorable identity and promotional campaign for the nonprofit center. In addition to designing a corporate logo. stationery, and website
for the center; I wanted to increase community awareness and understanding
about child abuse through the development of brochures, posters, and sample
outdoor advertisements. In addition. I projected the center's new image onto
promotional elements like bookmarks and T-shirts.
3
Combining principles of both graphic design and marketing allowed me to
produce a strong brand personality for the Children's Advocacy Center. After
seeing the materials that I designed for the center, the Deputy Prosecutor and
Child Abuse Awareness Committee in Delaware County were ecstatic. Though
some of the pieces will likely undergo changes in content before being produced
and distributed in the spring of 2006, a cohesive "look and feel" for the center
was successfully established for the future campaign.
This creative project taught me how to effectively integrate marketing and
advertising tactics into visual design. Today, the worlds of advertising and design
have grown so close that it has become dangerous to ignore one or the other;
I cannot stress the importance of using them hand-in-hand to create effective
solutions for clients.
4
Acknowledgements
I would like to thank my advisor, Christine Satory. for her artistic eye and intuitive
suggestions throughout the semester. I would also like to thank her for introducing
me to the Children's Advocacy Center as well as several key community leaders
in Muncie. making this creative project possible.
I would like to thank Mark McKinney and other member of the Child Abuse
Awareness Committee who gave me the opportunity to design and present an
original identity and campaign for the developing Children's Advocacy Center in
Delaware County.
I would also like to thank my artistic roommates and friends for their advice and
inspiration.
Finally. I would like to thank my family for their continued support throughout my
college career.
5
Identity Campaign
LOGO DESIGN
MINIMUM SIZE
IS' xOT
COLOR SPECIFICATIONS
2 coier: PMS 111 C, Block
I color: Grayscaie
FONTS
C aflisc h Scrip!. Century Gothic
Before designing a logo for the Children's Advocacy Center, I researched
identity marks of several existing advocacy groups across the county. The most
successful ones were worm and inviting, and could quickly convey the feel of the
organization in just one glance ,
After many sketches and drafts, I was able to effecfively integrate text and image
to create a new identity for the advocacy center. To keep costs fa a minimum.
color was limited, and a grayscale version of the logo was produced for versatility,
The amber color palette conveys hope and warmth, while support and friendship
are communicated through the posture of the coupled figures. Finally, the fonts
chosen for the nome of the facility complement the gestural spirit of the illustration.
The logo was central to developing other elements of the identity campaign, such
as business cords, letterhead and envelopes (pages 6-8) for the organization .
Together. the logo and stationery project a clean and unified image for the new
Children 's Advocacy Center.
6
Identity Campaign
M ARK M cKIN NEY
d epuly prosecutor
3701 W Godman Avec
Muncie. IN 47304
~ 765,747. 7801
E. mmckinney 'g)co,defNore inus
BUSINESS CARD
SIZE
3.5" X 2"
COLOR SPECIfiCATIONS
2 color: PM$ III C, Black
fONTS
Cenlury Gothic Bold
Century Gothic Regular
LETTERHEAD (page 8)
SIZE
8.5" xii"
COLOR SPECIFICATIONS
2 color: PMS 111 C. Black
fONTS
Century Gothic Bold
Cenlury Gothic Regular
Times Roman
7
••
.~')ClUJdnJt:r
~)
ADVOCACV l : ENTER
370 1 W G odman Av e
Muncie, IN 43704
Decem ber 8, 2006
John Doe
9041 Autumn \Voods Dr
~vluncie, IN 47303
Dear John .
Lorem ipsum dolor Sit amet, eonsecletuer adipiscing elil. Vivamus trislique, quam vitae sodales
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congue.
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$i !leerel y.
Vlark ivlcKinney
ENVELOPE
SIZE
9.375"
x A.25"
COLOR SPECIFICATIONS
2 color: PMS lllC, 81ack
FONT
Cenlury Gothic Regular
o....
9
Awareness Campaign
BROCHURE
SIZE
x 8 .5" (folded)
'j ;'" x 8 .5" (open)
3.66"
COLOR SI'ECIFICATIONS
2 colo r: PMS , 11 C, Black
fONTS
Century Gothic Bold
Century Gothic Regular
Century Golhic "otic
Hilde Shorpie
One of the first challenges of this
project was to develop an awareness
campaign to educate the community
about child abuse. An informative
brochure was developed. along
with posters (page 11) and outdoor
adver1isements (page 14) to fulfill that
objective.
In researching child abuse and neglect,
1was shocked by current statistics in
Delaware County. I decided to bose
the theme of the campaign on these
numbers, incorporating tallies to iIlus trate
the statistics. The inside of the brochure
includes relevont information on how
to identify and reporl child abuse or
neglect in our community.
10
POSTERS
SIZE
II " X 25.5"
COLOR SPECIFICATIONS
2 color. PMS III C. Block
FONTS
century Gothic Bold
Century Gothic Regular
Hilde Sharpie
Following a similar format to
the brochure, a series of three
posters were developed to further
communicate the message of
the awareness campaign.
They are intended to be hung in
a series in the order they appear
here. The third and final poster
has been designed with an
attachment in the lower righthand corner to store and display
brochures .
II
12
13
OUTDOOR ADVERTISING
MEDIUM
COLOR SPECIFICATIONS
Premium panel posters with extension
2 color: PMS 111 C, Black
SIZE
FONTS
24 ' 6" x 12'3"
Maximum extension: 3' 6"
Hilde Sharpie
14
Century Gothic Bold
Promotional Concepts
the pro [ern is real.
EVery yeor. more than
four milroon ch"dren in
the United Si a ies are
ab used or neglecte d
and between 2,000
an d 5,000 die
as
a
result ot I heir Injuries.
In DeiOlNare County
alone, 292 cOles of
ch"d abuse and 849
cme\ of neglect were
filed in 2003,
If you ,uspecl child
abuse or neglecl,
Indiana low requires
you 10 repori it. Call
lhe 24--hour !ialewide
hotline : 800.800.5556.
For more information
about child abus e in
Delawore C ounty, visit
WW>/;.deICIWOfecoc.or..
FRONT A
BACK
FRONT B
BOOKMARKS
SIZE
1.5" )(4.5"
COLOR SPECIFICATIONS
2 color: PMS I I I C, Black
FONTS
Centuty Gothic Bold
Centuty Gothic Regular
Bookmarks and T-shirts were designed to show the client how they moy expand
the awareness campaign into a promotional campaign for their facility. These
items would promote the name of the Delaware County Children's Advocacy
Center website and would enlist support for the facility using the tag line "support
their future."
15
T-SHIRT DESIGN
COLOR SPECIfiCATIONS
2 col o r: PMS I II C, Black
•
FONTS
&o.u- .
Century Gothic Bold
FRONT
BACK
16
Website Design
,I ,
"
I
,
11/ '
FLASH WEBSITE
POTENTIAL DOMAIN NAME
www.delaworecoc.org
SIZE
800 px. x 600 px.
FONTS
Caflisch Script
Century Gothic Bold
Century Gothic Regular
After the Children's Advocacy Center opens, it may utilize this interactive website
to communicate with local and national supparters 24 hours a day, 7 days a
week. The site integrates strong design elements with user-friendly navigation.
Currently. the site consists af a home page and seven auxiliary pages, which will
expand 10 include 32 pages when the remaining cantent becomes available.
Once completed. the website will be ane of the strongest ingredients of the
promotional campaign.
Above is a screen shot of the home page. To navigate through the actual
interactive site, please refer to the .swf or .hlml files found on the CD located on
page 18. Macromedia Flash Player must be installed on your computer to view
the site. To download Flash Player. visit www.macromedia.com/downloads/#players.
17
CD WITH INTERACTIVE FILES
FOLDERS ON CD
Screen shots Upeg images of website)
FILES ON CD
DelawareCAC.swf (opens with Macromedia Flash Player)
DelawareCAC.html (opens with Internet Explorer)
18
Bibliography and Inspirational Resources
"AMA Diagnostic and Treatment Guidelines Concerning Child Abuse and
Neglect." Journal of the American Medical Association 254.6 (1985): 796-800.
Child Abuse Awareness Committee meeting. United Way Office. Muncie. IN.
01 Dec. 2005.
"Child Protection: Facts and Figures." Child Welfare League of America. CWLA.
14 Dec. 2005. <http://www.cwla.org/printable/printpage.asp>.
"CLlKS: Community-Level Information on Kids." CLlKS: Profile for Indiana (state).
The Annie E. Casey Foundation. 14 Dec. 2005. <http://www.aecf.org/cgi-bin/
cliks.cgi?action=profile_results&subset=IN>.
"Delaware County IN Depth Profile." Stats Indiana Delaware County Indiana
Profile. 08 Dec. 2005. STATS Indiana. 14 Dec. 2005. <http://www.stats.indiana.
edu/profiles/pr18035.html> .
"The Four Types of Child Abuse." No date.
Interview with Mark McKinney, Deputy Prosecutor. Delaware County Prosecutor's
Office. Muncie. IN. 05 October 2005.
"Kids Count in Indiana 2004: Delaware County." The Indiana Youth Institute.
14 Dec. 2005. <http://www.iyLorg/kids_count_data/pdf/datapdfs/delaware.pdf>.
Memphis Child Advocacy Center. MCAC. 14 Dec. 2005. <www.memphiscac.org>.
"National CASA Association National Statistics 2005." Jan. 2005. Abuse. National
Court Appointed Special Advocate Association (CASAj. 14 Dec. 2005.
<http://www.casanet.org/library/abuse/index.htm> .
The National Children's Advocacy Center. NCAC. 14 Dec. 2005. <http://www.
nationalcac.org>.
National Court Appointed Special Advocate Association. NCASA. 14 Dec. 2005.
<http://www.nationalcasa.org>.
"Protecting Our Children, Families and Futures." DCS - Protecting Children. Indiana
Department of Child Services. 14 Dec. 2005. <http://www.in,gov/dcs/>.
19