Final Edit Boys Town Image Video

BOYSTOWN

Focus:

This will be an image video placed on Facebook that highlights the comprehensive continuum of care that is provided by Boys Town across the nation for at risk young men and women. By highlighting these extensive programs they can tell the story of how they not only help educate boys and girls, but they also provide a much needed alternative to the nation’s fragmented and overburdened child- and family-care system.

      

The image piece will be used to educate current and prospective donors on the more comprehensive offerings from Boys Town that extend beyond (just) educating at risk youth.  The key message will focus around the following:

“Right now, in communities throughout the country, hundreds of thousands of children are living in fear, seeking guidance and in desperate need of compassion. Powerful forces are also at work tearing at the fabric of our families. Wherever these children and families are hurting, Boys Town is helping” (www.boystown.org).

 Brand:

According to the Boys Town website, their mission is to reunite kids with their families, find foster homes for others, provide a Boys Town family for those with nowhere else to turn, and finally, help these youth in their own homes where they can remain together as families. Boys Town is so closely identified with Father Flanagan and the home in Nebraska that most of their donors are not aware of the other services they offer that go beyond this stage of life. They have a unique Integrated Continuum of Care^SM that is unique, but awareness seems to end at their intensive residential treatment centers. In addition to this aspect of their cause, the Integrated Continuum offers these additional levels of care:

§  Specialized Treatment Group Homes

§  Intervention and Assessment Services

§  Family Homes

§  Foster Family Services

§  In-Home Family Services

§  Community Support Services

Audience:

Boys Town is heavily supported and dependent on individual donations from Middle America. These grandmothers are 70+ years old, support multiple social causes, are active in their church and are mostly catholic. Their songbird is that they feel strongly in making a difference in the lives of young boys by providing a Christian based lifestyle and education that sets them on the right path in life.

They are traditional, nostalgic, and represent the silent generation’s values. These traditionalists grew up during lean times and are civic-minded and loyal to their country. Raised in a paternalistic environment, they were taught to respect authority and believe that philanthropy is important to leading a fulfilled life. While they are less technologically adept than younger generations, they are very active on Facebook. These grandmas have embraced the social network to stay in touch with their grandchildren and extended families, and spend a considerable amount of time on the network.  The chart below from emarketer shows the adoption rate of social networks by age:

Content Points:

• Boys Town’s Continuum of Care may start with the children, but they care for the whole family
• Family reunification is always the ultimate goal.
• Boys Town is also committed to fundamental values such as safety, permanency and well-being; family engagement; and religion and faith.

Creative:

 This fiction piece will be a 2 minute video placed on Facebook and UTube, as well as on the Boys Town website. Voice Over will tell the story in combination with vintage and nostalgic photography from the Boys Town archives in sepia tones or black and white. These images will blend with a live action film showing a young man who represents a graduate from a Boys Town setting. Combining the nostalgic older photo images with the current live film will bring together the history of Boys Town and bring the audience to the present day both visually and through the copy. While contemporary, the filming should appeal to an older audience, using a more traditional-looking style and the subject should be in a conservative environment.

 Creative should follow all Boys Town brand guidelines and incorporate the Mission of Changing the way America cares for children, families and communities by providing and promoting an Integrated Continuum of Care that instills Boys Town values to strengthen body, mind and spirit.

                            
Boys Town Continuum of Care
Shooting Script
2 minute video

	Video	Audio
1.	Back alley with a garbage can fire keeping a small group of homeless teenagers warm. They are smoking and have no coats.	(VO: middle aged, Caucasian man’s voice) “Our nation suffers from a fragmented and overburdened child and family care system”.
2.	Picture of Boys Town Campus with kids sitting in a residential home’s living room relaxing.	(VO) “But for almost 100 years, Boys Town has been working to change the way America cares for children, families and communities.”
3.	Black and White portrait of Father Flanagan	(VO: man in the voice of Father Flanagan) “The poor, innocent, unfortunate little children belong to us, and it is our problem to give them every chance to develop into good men and good women.”
4.	Image of Father Flanagan fades and is replaced by old B&W photograph of children at Boys Town	(VO) “Father Flanagan founded Boys Town in Omaha, Nebraska as a home for boys of all races and creeds.”
5.	Image of the old B&W children blended with the modern smiling African American family.	(VO) “It's amazing to see how his dream has grown from helping orphaned boys to providing care for the entire family. Care that instills Boys Town values that strengthen body, mind and spirit.”
6.	(MS) Boys sitting in a residential home doing homework and helping each other.	(VO: Boys Town teacher Tony) “Some of these children have never had a sense of belonging, and they leave here knowing that they are a part of a community, a community that will be there for them through their lives.”
7.	(MS) Boys interacting, throwing football with Tony on a fall day with colored leaves and trees	(VO: Tony) “Boys Town gives them a sense of pride and a safe environment, but there is so much more to Boys Town once they leave.”
8.	Cut to statistical slide on families	(VO) “Sometimes caring isn’t enough.”
9.	(MS) A group of 4 children aged 10 – 16 in a residential home kitchen with home parents making a meal, laughing and interacting.	(VO: Boys Town Social Services Director) “Sometimes the whole family is hurting, and the whole family needs help. We help parents with coping skills and parenting skills. And sometimes we have to help the brothers and sisters to understand how to reconnect as a family when one of their siblings comes home.”
10.	Family with husband, wife, 2 children (one is Tyler) sitting on the veranda drinking iced tea.	(VO: Mom) “I used to get so angry and frustrated I just didn’t know how to cope. Boys Town taught me that I was not alone, and lots of people get overwhelmed. They worked with me and Bob to deal better with life and with my problems. And they showed me how my attitude and our constant fighting were really bad for Tyler and that is why he ran away.”
11.	CS Shot of Tyler, smiling, looking relaxed.	(VO: Tyler) “I never thought I had a chance in life, but now I don’t ever want to go back to the street. Someday I want to have my own family that I can look after. Now I believe in second chances. Boys Town gave me and my family a second chance and I won’t let them down”.
12.	Boys Town Logo.	(VO) “Children and families of all races and creeds find support at Boys Town because, as Father Flanagan said, we are all brothers and sisters.”
13.	Fade in Visit URL, Phone # and www.boystown.org and Facebook link below logo.	(VO) “Help us keep the dream alive.”