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 CareSM 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:
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 is unique and
research based
·
Children with serious emotional or behavioral
problems receive care outside of the home.
·
Family reunification is always the ultimate
goal.
·
Services for children at lower risk help
families stay together through training, counseling and other measures
available to any family.
·
Boys Town is also committed to fundamental
values such as safety, permanency and well-being; family engagement; and
religion and faith.
This fiction
piece will be a 2 minute video placed on Facebook. 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 BoysTown 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.
Sample style of nostalgia image blending into modern family:
Sample treatment of “statistics”
Boys Town Continuum of Care
Shooting Script
2 minute video
Video
|
Audio
|
|
1.
|
Black
background with white reversed type:
The
need for care has never been greater.
|
Gentle
music playing
|
2.
|
Fade
out and type replaced with:
Our
nation suffers from a fragmented and overburdened child and family care system.
|
Gentle
music playing
|
3.
|
Fade
out and type replaced with:
For
almost 100 years, Boys Town has been changing the way America cares for
children, families and communities.
|
Gentle
music playing
|
4.
|
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.”
|
5.
|
Image
of Father Flanagan fades and is replaced by old B&W photograph of
children at Boys Town
|
(VO) “Father Flanagan founded Boys Town 95 years ago on
December 12, 1917 in Omaha, Neb. as a home for boys of all races and creeds.”
|
6.
|
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 to
provide an Integrated Continuum of Care that instills Boys Town values to
strengthen body, mind and spirit.”
|
7.
|
(MS) Boys Town teacher Tony dressed in an open collar shirt,
dress slacks and sweater.
|
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.”
|
8.
|
(MS) Family interacting, throwing football on a fall day with
colored leaves and trees
|
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”
|
9.
|
(CS) Boys Town social services Director in a living room sitting
comfortably.
|
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.
|
Cut to statistical slide on families
|
Gentle music playing
|
11.
|
Black background with white type:
Sometimes caring isn’t enough
|
Gentle music playing
|
12.
|
Images fade in and out of families interacting
as a photo montage, ending with shot of Mariah entering the family kitchen,
siblings and parents smiling and welcome her.
|
Mariah: “Boys Town taught me so much. They taught me to
trust again, and they taught me to cope when things just don’t go the way I
had thought they should in life. I feel safe now and capable of dealing with
situations I could never have before”.
|
13.
|
Black background with white type:
By supporting Boys Town you can help change the world
|
Gentle music playing
|
14.
|
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.”
|
15.
|
Fade in
Visit URL, Phone # and Facebook link below
logo.
|
(VO) “Help us keep
the dream alive.”
|
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