Audience Analysis

For more information contact: Raquel E. Lute, Public Relations Practitioner (904) 699 3769 raquelelute@mbf.org Target Public Families with young children (5 and under) in Jacksonville, Fla. Nickname Family friendly movie-goers Demographics In Jacksonville, Fla., out of 789,235 households, 53,938 are homes to children 5 and under, the U.S. Census Bureau said. The research continued that these 53,938 children make up 7.2 percent of the population within Duval County. Sixteen thousand and three, or 7.9 percent, of these children are enrolled in a preschool. In the United States, 5.4 million young children live with married parents and 5.7 million live with single parents. The research continues that most families, single parents and married, with children under 5 live in the southern half of Duval County. Families with children younger than 6 are seldom in the northern half of Duval County. There is a heightened population of these families near 103rd Street and Normandy Boulevard, which holds 19.1 percent of the families with children 5 and under in Jacksonville. Research from the National Center for Children in Poverty said that 44 percent of young children in the United States live in low-income families. This income is defined as below the 200 percentile of the federal poverty level. The research also said that for a family of four, the federal poverty level is $22,050. Seventy seven percent of the children in above low-income families live with a family that owns a home. On the other hand, 34 percent of those who live in low-income families live with a family that owns a home. The median family income in Jacksonville, Fla., is $47,234. The average per capita income in a family household is $20,337. Therefore, it is likely that debt is present. The National Philanthropic Trusts research said that 89 percent of households give charitable donations. It continued that the average annual contribution for contributors is $1,620 a year.

Audience Analysis
Psychographic Families and their young children have a variety of needs. The National Center for Children Exposed to Violence said one of the needs that is significant to young families is safety. These families also long to experience supportive, warm and nurturing relationships between themselves and caregivers. Families with young children also aim to fulfill their basic needs, such as food and shelter. Research done by The Children Partnership explains that there are several trends that remain common throughout the country of young families. These families usually play the lottery, have busy lifestyles that revolve around kids and the families and shop by catalog. Females usually read parenting magazines and follow soap operas, while males focus on fitness and work. Young families usually attend family-friendly films and dine out regularly. There are some behavioral trends throughout families with children 5 and under. The Children Partnerships research said that young children, who live with no biological parents or in single-parent households, are less likely to exhibit behavioral self-control. Those living with two biological parents are more likely to obtain self-control. These children with single parents are also more likely to be exposed to higher levels of aggravated parenting. Research from The Children Partnership said that single-parent families also have lower income, but this low income is responsible for negative effects on the young children and their family such as: psychological well being, behavior problems, education and health. Monique Burr Foundation for Childrens Value The Monique Burr Foundation for Children can be of great value to families with young children. It has the ability to educate and support families regarding abused and abandoned children. Educating the public on issues of child abuse may not only, decrease abuse and abandonment rates, but also create an opportunity to raise donations for the Monique Burr Foundation. Publics Informational Networks Research from the Pew Research Center said the primary source of information that families with young children use is television, at the 92.4th percentile. The secondary source of information for this public is radio. Following is Internet and cable. The least viewed informational network used by this public is the newspaper. Local Print and Radio Outlets Research from Nielsen Claritas provides information about local print and radio outlet most used by the target public. Families with children 5 and under use a variety of local print and radio outlets. Print outlets include: People Magazine, Mens Health

Audience Analysis
Magazine and The Florida Times-Union. People Magazine acquires 11,204,000 readers with children under 6. Mens Health Magazine produces 38.9 percent of its total audience of 11,886,000. The Florida Times-Union claims it has 12.5 million page views per month. Adults from 18 to 34 are accountable for 29.6 percent of the newspapers readers. Households with children make up 37.4 percent of The Florida Times-Union readership. The popular radio stations for this public include: KISS, WOKV, WQIK and WAPE. KISS and WQIK claim to have 100 million listeners and their Web site is viewed quite frequently. WOKV is the no. 1 station that is listened to by adults with families under 5. These adults are known to have decision-making skills and are financially stable. Claiming to appeal to the largest amount of women and families is WAPE. Although there are many radio stations appealing to this market, these remain to be the most popular.

News Release
For more information contact: Raquel E. Lute, Public Relations Practitioner (904) 699-3769 raquelelute@mbf.org FOR IMMEDIATE RELEASE

STATEWIDE CHILD ABUSE PROGRAM COMING TO FLORIDA JACKSONVILLE, Fla. The Monique Burr Foundation for Children will begin a statewide program to educate children about cyber bullying as a form of child abuse. The new program reflects changing nature of abuse and Florida Gov. Charlie Christs priorities, said Lynn Layton, executive director of the Monique Burr Foundation. The new program will begin in Duval County and five other counties in Florida this September. The Monique Burr Foundations goal is that the new program will do an even better job of protecting children by incorporating cyber bullying into its curriculum. Florida is ranked fourth in the nation for child abuse, Layton said. Its sad to think how rampant this issue is in Florida, she said. The good news is, Layton said, we are doing things to make things happen to allow abuse to be reported. The statewide program will replace Good Touch/Bad Touch, which is aimed toward children in kindergarten through fifth grade. Good Touch/Bad Touch will be phased out of schools at the end of May.
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Feature Article
For more information contact: Raquel E. Lute, Public Relations Practitioner (904) 699-3769 raquelelute@mbf.org FOR IMMEDIATE RELEASE

MONIQUE BURR FOUNDATION ASSISTS INVESTIGATORS JACKSONVILLE, Fla., March 1, 2010 A 3-foot pile of manila folders balances atop Joanna Ales cluttered desk at the Florida Department of Children and Families. Ale, an investigator, sits amid four large mahogany desks, forced into a single cramped room. Ale sways back and forth in her chair, but theres barely enough space to take a couple steps before bumping into a ringing fax machine. On every desk lies a BlackBerry, sparking with light as new messages are received, continuously introducing new cases of abused children in Jacksonville. Every hour in the United States, 377 children are abused, said Lynn Layton, executive director of the Monique Burr Foundation. The foundation is a Jacksonvillebased non-profit that is dedicated to the prevention of child abuse and making it easier for abuse to be reported. Its sad how rampant this issue is in Florida, Layton said. In December 2009, there were nine infant deaths due to physical abuse. When parents cant find a job, they leave their children with people who may not be child friendly. People dont know what to do with their children, Layton said. -More-

Feature Article
DCF investigators, such as Ale, deal with abuse victims daily. Ale recalled stepping into a cluttered home to greet a young mother with long brunette hair that draped down her shoulders. She rocked slowly in a red stained recliner and Ale noticed the slight glare of tears as they drizzled down the womans face. It was not the first time the investigator had walked into this heavy-hearted home. Early in the young mothers pregnancy, she had attempted to take her own life. Her four young children run around the house, blind to their mothers severe, suicidal depression. Ale visits the home regularly to assure that the children are safe. Her routine questions are constantly interrupted by the buzzing BlackBerry against her belt. Its a reminder that Ale must keep moving to continue evaluating the many cases for which she is responsible. Its busy, its fast paced, its unpredictable, its long hours, its not-that-great pay, but at the end of the day at least you know your doing something good, Ale said. Florida is fourth in the nation for reports of abuse, according to Layton. The foundation she works at has helped Jacksonville children report and prevent abuse by educating children about abuse through the Good-Touch/Bad-Touch program. The program would like to extend its work throughout the state of Florida. Each night after a hectic workday, Ale sits at her cluttered desk and prioritizes -More-

Feature Article
what needs to be completed in the following day, yet she knows no plan is permanent. She realizes that new child abuse cases arise each day in Jacksonville causing her plans to change rapidly at times. The Monique Burr Foundation hopes to continue to aid children in reporting abuse with ambitions to successfully prevent such child abuse from occurring in Jacksonville. The organization gives hope to the lives of children. When families and the community pull together, Ale said, you can help make a strong impact on society and more importantly a young childs life.

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Audio News Release

For more information contact: Raquel E. Lute, Public Relations Practitioner (904) 699 3769 raquelelute@mbf.org Children behind gate (:00 - :.019) FOR IMMEDIATE RELEASE

YOU THINK YOUR CHILD IS SAFE

Blond boy looking through red slide (:02 - : HERE BUT IN REALITY 3 POINT 3 041) MILLION CHILDREN IN THE UNITED Two girls with life jackets (:.042 - :.062) STATES ARE ABUSED EVERY YEAR. Baby crawling on mat (.:063 - :.089) EVERY 15 SECONDS JUST IN THE Blonde boy on beach looking up on camera (:.09 - :.109) STATE OF FLORIDA ANOTHER CHILD Baby in covers (:.11 - :.13) Baby in green bib (:.131 - :.155) Boy on beach with mark on face (:.156 - :.171) Girl sitting in chair facing a corner (:.172 - .18) Boy in corner cowering (:.181 - :.198) Girl with life jacket covering face (:.199 - :.219) Boy in water with squirt gun (:.22 - :.239) PROVIDING TRAINING AND Girl blowing bubbles (:.24 - :.26) EDUCATION TO HELP PREVENT AND Girl with bicycle helmet on (:.261 - :.285) IS EITHER ABUSED, NEGLECTED OR ABANDONDED. YOU CAN HELP MAKE A PLACE WHERE CHILD ABUSE DOESNT EXIST. HERE IN JACKSONVILLE, THE MONIQUE BURR FOUNDATION HELPS CREATE THAT PLACE BY

REDUCE THE RATES OF CHILD Man helping girl with fish on beach (:.286 :.309) ABUSE. Strawberry blonde girl with green swim suit (:.31 - :.331) Young boy in blue laying on colorful mat (:.332 - :.36) Boy on beach holding up a fish (:.361 - :.385) THE MONIQUE BURR FOUNDATION NEEDS YOUR HELP. GIVE HOPE TO A CHILD BY MAKING A DONATION TODAY.

TOGETHER WE CAN MAKE A Side view of a boy looking up at his fishing rod (:.386 - :.408) PLACE WHERE CHILD ABUSE Girl in blue with brown hair looking at camera (:.409 - :.431) Blonde boy on beach look directly at the camera (:.432 - :.462) Monique Burr Foundation logo (:.463 - :.473) Girl in blue bathing suit with water background (:.474 - :.496) Two girls sitting on the grass (:.497 - :.53) Girl sitting on sand with yellow bathing suit (:.531 - :.559) Baby with white clothes on green pillow (:.56 - :.589) Girl with brown hair and water on her face looking directly at the camera (:.59 - :.613) Holding hands (:.614 - :.64) DOESNT EXIST. TO MAKE A DONATION CALL 9-04-6-4-2-0-2-1-0 OR VISIT W-W-W DOT MONIQUE BURR FOUNDATION DOT ORG. THATS W-W-W DOT M-O-N-I-QU-E-B-U-R-R FOUNDATION DOT ORG.