DeWinter Communications, Inc.
Case Study on an Issues Campaign

The Scenario:
Internet software company needed to launch an educational campaign
This successful software company produced Internet privacy software, and decided to more heavily promote its child safety software for Internet use. However, at the time, it was clear the general public did not understand the dangers posed to children using the Internet.

The Solution:
Launch a child safety issues awareness campaign using credible, third-party information and a noted spokesperson
Since many parents did not really understand some of the predators children can face when they are on the Internet, particularly chat rooms, DeWinter Communications, Inc. built a multi-faceted campaign designed to raise awareness of the problem (and the company’s child safety software was a viable solution to the problem). For starters, we built a full press kit with background information on the problem of child safety and the Internet. This kit had press releases on the problem and the company’s product, statistics on how many children are approached by sexual predators in chat rooms, and handy tips of Web sites with more information on the topic. We also commissioned a noted author/child psychologist to develop a set of guidelines for how parents could broach the subject of Internet safety with their children. This information was distilled into a free booklet on maintaining child safety and turned into video news release, which was sent to TV stations throughout the nation.

The Result:
Enhanced awareness of the issue, higher Web site hits, increased product sales
After a combined effort of publicity, public service announcements, free informational materials, and a video news release, the whole issue of child safety on the Internet really became a mainstream (and more understood) issue.

The Nugget:
When you have a product or service that relates to a timely problem, you can both improve product sales and increase awareness through issues-oriented campaigns.