Media Campaign Results

When gauging the effectiveness of our communications efforts, we go beyond tracking gross impressions of ads, counting news media placements and monitoring website hits. While that information is worth knowing, we are far more interested in learning about how our efforts to promote the honorees’ dedication to violence prevention has helped them further their work.

In the past 10 years, 150 articles on the California Peace Prize honorees have appeared in newspapers across California, reinforcing the message that violence is preventable and showing that individuals can make a difference. Radio, television and the web have provided additional coverage. All of the media have portrayed the honorees as advocates and citizens proactively working to make their neighborhoods safer.

• In December 2002, the San Jose Mercury News ran a front page, above-the-fold story with a color photo about Brian Contreras of Salinas (2002 honoree). The same story was also featured on the front page of the Contra Costa Times and the Monterey County Herald. The article included a biographical sketch of Contreras, with examples of how his 2nd Chance program helped Salinas youths renounce gang life and return to school or go to work.
• A four-page feature article on Wayne Sakamoto (2002 honoree) and his work to reduce school violence appeared in the February 2003 issue of the California Journal, an award-winning, nonpartisan, independent magazine devoted to in-depth coverage of California state policy issues.
• Coverage for the 2004 honorees included a two-page article in La Opinión, with photos of each honoree. A two-page article about the Rev. Anthony Ortiz appeared in the San Jose Mercury News. An opinion editorial, “Childhood Dies on Skid Row,” based on honoree Zelenne Cardenas’ acceptance speech at the 2004 Foundation luncheon, was published in the Los Angeles Times. Cardenas’ op-ed resulted in numerous letters to the editor as well as a phone call from the office of Lucille Roybal-Allard, who represents the 34th Congressional District in California. She is working with Cardenas to locate and purchase a community center for the children and families living in downtown Los Angeles.

The Foundation has also created a media platform from which to draw public attention to the proven effectiveness of community leadership as a strategy to prevent violence. In November 2003, the Los Angeles Times published “New Thinking Can Help Defeat Gang Violence,” an opinion editorial by Gary L. Yates, TCWF president and CEO. The article praised the 2003 California Peace Prize honorees for helping reduce the levels of violence in their respective communities.

While broad media coverage of the award program has spread the violence prevention message throughout California, the most tangible results of the campaign have involved direct contact with the honorees themselves. We follow up with them on a regular basis to see whether public and media attention created by our communications program has attracted more resources to the honorees’ organizations and increased advocacy opportunities on a local or statewide level.

The results have been gratifying. Many honorees have been asked to work with elected officials on panels and commissions addressing violence prevention — and to share their knowledge and experience at information-gathering forums. Honorees have also reported increased requests for additional information, interest from potential volunteers, donations and other forms of support.

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