Target Audiences

Prime target audiences for the Foundation are the news media. Covering violence exclusively from a law enforcement perspective has long provided reporters and editors with attention-getting headlines. The message of the California Peace Prize introduces a different approach that combines broadly appealing stories about local heroes in California communities with a focus on the causes of violence and the components of successful prevention programs.

Policymakers and local elected officials are other key audiences. The goal is to inform and educate them about the unsung heroes and the programs they initiated that are preventing violence-related deaths and injuries.

By recognizing the honorees, the Foundation seeks to re-energize the commitment of these violence prevention leaders and to draw attention to the exemplary qualities that make them stand out. Equally important, these awards encourage the public, the news media, policymakers and local elected officials to think of violence as a preventable public health issue — one that can be addressed by individuals who serve their communities and advance important policy changes that improve the health of communities across the state.

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