NCJ Number
166197
Date Published
1997
Length
5 pages
Annotation
In July 1995, the Advertising Council focused its long-term strategy on addressing the needs of children, and an initiative known as Commitment 2000 was proposed to determine why Americans seemed to ignore the plight of children.
Abstract
Researchers found that Americans saw problems of children as a small part of a larger, irreversible pattern of economic and moral decay. Americans who were in a position to help were reluctant to act because they did not interact on a regular basis with families in need. Americans tended to blame parents for the problems of children and labeled many parents as uncaring and irresponsible. In addition, Americans felt helpless and frustrated by potential solutions to the plight of children and believed government programs such as welfare actually made problems of children worse rather than better. The effectiveness of public service announcements as a means of communicating with and educating parents and children is discussed, and the role of opinion research polling in devising solutions to such problems as drunk driving, crime, and domestic violence is examined.