MorganFonder

JOURNALISM 320: ADVERTISING COPYWRITING & LAYOUT

FINAL PROJECT: Creative Platform
Project 16:49
Objectives
The primary objective of this campaign is to increase the awareness of Project 16:49. The
secondary objective of this campaign is to encourage support for the Project 16:49
program by finding and increasing financial donors, as well as volunteers.
Target Audience
The target audience for this campaign is middle class, upper-middle class, and upper class
individuals in the Rock County, WI area, particularly Janesville, WI. The target audience
includes males and females, who were born between 1946 and 1991 (Age 23 to 68). This
encompasses Baby Boomers to Generation Y. The campaign should focus on selfsustaining individuals, parents, individuals with religious affiliation, and those who are
already involved in charity and volunteer work or are likely to become involved with
charity and volunteer work.
Key Selling Point
The key selling point for this campaign is that Project 16:49 helps unaccompanied youth
secure access to safe and stable housing (Project 16:49 works with Safe Families for
Children to obtain host homes and families for short- and longer-term housing for youth
under 18 years of age. Project 16:49 also provides supervised shared living opportunities
for youth ages 1820 who meet their eligibility criteria, as space allows.).
Tone
The tone of this campaign is hopeful and inspirational. It should not be somber or
melancholy.
Supporting Evidence
Rock County:
Profile of General Population and Housing: 2010 US Census Demographic Profile Data
SUBJECT
NUMBER PERCENT
TOTAL POPULATION
160,331
-Median Age (Years)
38
-21 Years and Over
113,812
71.0%
RACE
White
140,513
87.6%
HOUSEHOLD BY TYPE
Family Households
42,416
67.4%

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With Children Under 18
HOUSING TENURE
Owner-Occupied Housing
Population in Owner-Occupied Housing

19,253

30.6%

44,380
114,315

70.6%

http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

Janesville:
Profile of General Population and Housing: 2010 US Census Demographic Profile Data
SUBJECT
NUMBER PERCENT
TOTAL POPULATION
63,575
-Median Age (Years)
37.1
-21 Years and Over
45,632
71.8%
RACE
White
58,299
91.7%
HOUSEHOLD BY TYPE
Family Households
16,718
64.7%
With Children Under 18
7,839
30.4%
HOUSING TENURE
Owner-Occupied Housing
17,574
68.0%
Population in Owner-Occupied Housing
44,146
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

National Statistics:
Total Gifts and Number of Charities
Boomers (born 1946-1964) give $901 per year to 5.2 charities. Gen X (1965-1980)
gives $796 on average to 4.2 charities, and Gen Y (1981-1991) gives $341 to 3.6
charities.
http://nonprofit.about.com/od/fundraising/a/generationalgivingstudy.htm
Individual and Family Philanthropy:
In 2013, the largest source of charitable giving came from individuals at $241.32
billion, or 72% of total giving.
95% of high net worth households give to charity.
62% of high net worth donors cite giving back to the community as a chief
motivation for giving.
Last year, the greatest percentage of high net worth households gave to educational
(80 percent) and basic needs (79 percent) organizations, followed by 69% to the arts,
65% to health related organizations, and 65% to religious organizations.

http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/

Online Giving:
In 2013, online giving grew by 13.5%, while overall charitable giving grew by 4.9%.

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Small nonprofits grew their online giving the most.17

Faith-based nonprofits had the biggest increase in online giving.

http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/

Volunteering (Individuals):

The top four national volunteer activities are fundraising or selling items to raise
money (25.7%), food collection or distribution (23.8%), general labor or
transportation (19.8%), and tutoring or teaching (17.9%).
The top four volunteer areas are for religious (34.2%), educational (26.5%), social
service (14.4%), and health (8.0%) organizations.
http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/

Additional Information:
Overview

Project 16:49 is a local non-profit organization serving Rock Countys

unaccompanied homeless teens. They believe every child deserves an opportunity to
succeed. To that end, Project 16:49 ensures access to the services and support these
students need to remain in school, graduate and become self-sufficient adults.

The target population is unaccompanied homeless youth, ages 1220, who are
enrolled (or eligible and willing to be enrolled) in a Rock County school district or a
GED program. In the 201213 academic year, Rock County school districts
identified more than 160 youth who met the criteria of being both homeless (not
having an overnight residence that is fixed, regular or adequate) and unaccompanied
(not in the physical custody of a parent or guardian). Predictably, graduation rates for
this population are low (75%).

The reasons for these students situations are varied, but most often include: serious
family conflict, abuse or neglect, domestic violence, parental rejection or
abandonment, parental incarceration or criminal behaviors, and/or parents with
untreated addictions or mental health problems. The majority of this population
comes from a background of poverty.

Project 16:49 serves as the intake portal to services for Rock Countys
unaccompanied homeless youth population, and partners wherever possible with
other existing organizations/programs to avoid duplication of services.

Some youth seeking assistance from Project 16:49 may need only information and
referrals. This is provided without requiring them to complete an assessment and
intake. For youth in need of services beyond information and referral, and who are
willing to complete an assessment, Project 16:49 ensures the provision of basic needs:

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housing, food, clothing, access to health care, and safety. Further, Project 16:49
provides case management services to ensure its participants have access to the
supports they need to reach their goals, including: transportation, housing, education
support, independent living and job skills, and adult guidance.
Securing access to safe and stable housing

Works with Safe Families for Children to obtain host homes/housing for youth under
18 years of age.

Provides supervised shared living opportunities for youth ages 1820 who meet
eligibility criteria, as space allows.

Provides case management and support to youth as they work to complete

an individual goal plan. Plans address seven key areas, and are designed to help
youth overcome barriers and acquire knowledge and skills to live independently.

Program Summary

Structured to provide service through three programs in order to best serve our
unaccompanied homeless teens:
1.

Youth Advocacy Program. This program does not provide housing but does
provide the case management support and independent living skills needed by all
of the youth. It also provides support for youth who are under the age of 16.

2.

For youth under the age of 18, a Transitional Living Program is available
through partnerships with Safe Families for Children. Safe Families screens and
authorizes volunteer host families who are willing to provide housing, supervision
and support in their own homes. These families receive training specific to
working with homeless unaccompanied teens.

3.

For youth over the age of 18, an Independent Living Program offers supervised
shared housing.

Youth in all three programs prepare an individual goal plan that addresses seven key
areas: housing, education, employment, life skills, physical and mental health,
community connections, and cultural & personal identity formation. These areas
represent the components of a holistic approach to serving unaccompanied homeless
youth as identified by Casey Family Foundation research. The plan includes goals,
action steps, identification of support and resources needed, and a timeline.

Case management assistance:

Specific to the individual youths situation and goals.

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Assistance accessing/obtaining basic needs: shelter, food, clothing, health care, and
transportation.

Assessment of individual strengths and needs.

Guidance and support in setting and attaining individual goals in 7 key areas:
housing, education, employment/employment skills, independent living/life skills,
physical and mental health, cultural and personal identity, and community
connections/supportive relationships.

Referral to appropriate agencies, and assistance in accessing services and resources,

such as: independent living and employment skills training, food programs, physical
and mental health care, mentor connections, and more.

Direct financial assistance to aid in school and work access.

Case managers, in conjunction with the schools homeless liaisons and applicable
host families, meet with each participant regularly to support and monitor progress.

Project 16:49 youth will graduate from the program after they have completed the
goals on their individual plans and are ready to live independently or with the support
of an adult transitional living programsuch as ECHO way or Salvation Army
Pathwaysor are able to reunite with parents or guardians. Youth who graduate from
Project 16:49 may continue to participate in Project 16:49 workshops and activities,
and will be encouraged to continue communicating with Project 16:49 staff.

A formal exit interview to gain insight from the youth about their experiences with
the program and ways in which it can be improved. Formal follow-up surveys/visits
will be conducted at 3, 6, and 12 months following program completion.

Slogan
The slogan for this campaign is, Homeless doesnt have to mean hopeless.

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JOURNALISM 320: ADVERTISING COPYWRITING & LAYOUT
FINAL PROJECT: 60 Second Radio Ad
COPY MANUSCRIPT
Client: 16:49
Writer: Morgan Fonder
Date: November 14, 2014
Job Title: :60 Radio Commercial
Commercial Title: We Are, I Am
MUSIC:

(SOMETHING IN THE WATER UP AND UNDER)

ANNCR 1:

We are your sons, your daughters, your neighbors, your classmates, and
your coworkers.

ANNCR 2:

I am your doctor, your lawyer, your teacher, your preacher, your caretaker,
and your police officer.

ANNCR 1:

We are the dreamers, the innovators, the creators, and the believers

ANNCR 2:

I was lonely, forgotten, forsaken, unloved, and unnoticed.

MUSIC OUT: (SOMETHING IN THE WATER OUT AT :20)

ALL:

I was homeless.

ANNCR 2:

Now, Im home. I am somebody important. I am special. I am wanted and

I am loved. I am forever changed.

ANNCR 1:

Were going places and doing great things. We are the future. Project
16:49 is a local non-profit organization that works to secure access to safe
and stable housing for Rock Countys unaccompanied homeless youth.

ANNCR 2:

Its not about money or how much you give; its the fact that you did give.
You gave what you had, your voice to the spread the word, your arms to
hold the broken-hearted, you opened your wallet to fill their mouths, and
you gave your heart to share love for humanity.

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MUSIC:

(SOMETHING IN THE WATER UP AND UNDER :49)

ANNCR 1:

Homeless doesnt have to mean hopeless; you can change it to

hopefulness. Visit us online at (PROJECT-SIXTEEN-FORTY-NINE-DOT-ORG)
project1649.org.

MUSIC OUT: (SOMETHING IN THE WATER OUT AT :59)

(175 Words)

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