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Mentoring
Education
DO
GOOD.
MENTOR
A CHILD.
PHOTOCOPY
PRESERVATION
Ad
Save the Children®
Council
WEB OF SUPPORT FOR U.S. CHILDRENTM
PHOTOCOPY
PRESERVATION
DO
GOOD.
MENTOR
A CHILD.
PHOTOCOPY
PRESERVATION
FACT: Nearly 7 million American children
are at risk today.
FACT: Less than 5% have mentors.
Partnering caring adults with kids works!
It helps young people set goals.
Stay in school. Achieve their full potential.
CALL TOLL-FREE 1-877-BE-A-MENTOR
PHOTOCOPY
PRESERVATION
Y Save the Children®
®
WEB OF SUPPORT FOR U.S. CHILDREN TM
54 Wilton Rd.
Westport, CT 06880
(203) 221-4000
Ad
The Advertising Council inc
261 Madison Avenue, New York, NY 10016-2303
Council
212/922-1500
Fax: 212/922-1676
Save the Children®
Public Affairs and Communications
54 Wilton Road
P.O. Box 950
Westport, CT 06881 USA
(203) 221-4130
Fax: (203) 222-1067
HOLD FOR RELEASE
Contact: Georgia Bushman
February 3, 1999
203-221-3757
2:00PM EST
Save the Children and Advertising Council
Announce Major New Mentoring Public Service Campaign
"Do Good. Mentor a Child" Campaign Features National Database
To Provide Nation's Children with Caring Mentors
Washington, D.C. In an event today in the East Room of the White House, First
Lady Hillary Rodham Clinton spoke up in support of a new public service advertising
campaign sponsored by Save the Children and The Advertising Council. This new
initiative plans to increase by thousands the number of adults serving as mentors for U.S.
children. The campaign, "Do Good. Mentor a Child," comprises two television ads, four
print ads, radio, outdoor advertising, and internet banners.
"Do Good. Mentor a Child" invites adults to join a national mentoring effort
by calling a toll-free Mentoring Hotline (1-877-BE-A-MENTOR) to access local
volunteer organizations in need of mentors. Challenging the notion that particular talents
are needed for mentoring, the voiceover of the broadcast ads (by Academy Award-
winning actor Morgan Freeman) intones, "To be a mentor, you don't have to be perfect.
You just have to be yourself which, by the way, is pretty good."
Working to make lasting, positive change in the lives of disadvantaged children in the United States,
Africa, Asia, Latin America, the Middle East, Eastern Europe and the Newly Independent States
The Mentoring Hotline allows callers to quickly access local child-assistance
organizations in their community by means of Save the Children's unprecedented
National Mentoring Database, developed with funding provided by the Department of
Justice's Office of Juvenile Justice and Delinquency Prevention. Organizations in the
database have confirmed their ability to receive and support volunteers and have
committed to respond to callers within a quick turn-around of 48 hours. The National
Mentoring Partnership will continue to develop and manage the database for the benefit
of the entire mentoring community.
The campaign was conceived by Save the Children as part of its commitment to
America's Promise and executed by the Ad Council as part of its ongoing commitment to
youth advocacy issues. McCann-Erickson produced the creative treatments on a pro
bono basis and cast young people who attend Save the Children after-school programs in
Brooklyn, New York and Bridgeport, Connecticut in the print ads.
Big Brothers Big Sisters of America is the designated local media outreach
partner for the campaign. Top media markets feature the local Big Brothers Big Sisters
affiliate logo on the ads.
The "Do Good. Mentor a Child" ad campaign is an initiative very much in
keeping with Save the Children's belief that caring adults acting as mentors are perhaps
the most important influence in the successful growth of young people into adulthood,"
said Catherine Milton, Save the Children's Executive Director of U.S. Programs. "Do
Good. Mentor a Child" will go a long way to providing much-needed caring adults as
mentors."
Ruth Wooden, President of the Ad Council said, "This campaign will help make it
easier for adults to get involved in the lives of children by making the crucial step
between idea and action easier. The campaign gives adults a resource for more
information about mentoring and a reason to make a difference."
Save the Children works in 40 countries around the world, including the United
States. In the U.S., its focus is on providing help for at-risk children during their out-of-
school time. The Save the Children "Web of Support" provides caring adults, safe places,
and constructive activities for young people during critical after school hours.
The largest corporate supporter for Save the Children's "Web of Support" is Denny's,
which has contributed over $3 million to date.
The Advertising Council is a private, nonprofit organization, which has been
the leading producer of public service communications programs in the United States
since 1942. The Council supports campaigns that benefit children, families, and
communities. The Ad Council is financed through contributions from more than
350 corporations.
#####
Save the Children®
54 Wilton Road
P.O. Box 950
Westport, CT 06881 USA
(203) 221-4000
"DO GOOD. MENTOR A CHILD."
Purpose of Campaign
In 1997 Save the Children made a personal commitment to America's Promise to help fill the urgent need for
mentors. Save the Children is now keeping its promise with the launch of a major new public service
campaign, "Do Good. Mentor A Child," which is expected to match thousands of volunteers with young
people in need of a caring adult.
Overview of Campaign
Save the Children worked in partnership with The Ad Council to produce this national PSA project.
McCann Erickson Worldwide generously donated its time and talent to develop the creative executions for
the campaign. Academy Award-winning actor Morgan Freeman provides the voiceover narration for the
television and radio spots. (His voice also will welcome callers to the toll-free hotline: 1-877-BE-A-
MENTOR). This extraordinary collaboration has produced an integrated multi-media campaign, including
TV, radio, print, outdoor, and internet advertising.
Overview of Mentoring Hotline
The PSAs will encourage caring adults to call the toll-free hotline that houses a data base comprising
thousands of organizations in the U.S. looking to match young people with adults. The hotline will educate
callers about ways that they can become mentors themselves or help young people get mentors. In addition,
it will provide information on how to contribute much-needed financial resources to defray the cost of
recruiting, screening, matching and supporting mentors. The National Metoring Hotline is groundbreaking in
that it is the first mechanism devised to refer callers directly to their local, quality mentoring organization in
need of volunteers. Young people in search of mentors can also use the Hotline to find mentoring programs
in their area.
Save the Children is conducting the campaign on behalf of the entire mentoring community, and volunteers
and funds raised will be channeled to mentoring organizations nationwide. The Mentoring Hotline has been
developed in collaboration with the National Mentoring Partnership, Mentoring Policy Council, and Big
Brothers Big Sisters of America, and thanks to funding from the Department of Justice. The Hotline will be
available for use by the entire mentoring community as a core infrastructure to support future mentoring
initiatives.
Team
Save the Children is an international child assistance organization dedicated to making lasting, positive
change in the lives of children in need. Save the Children operates health, education, economic
opportunity, and humanitarian response programs in 40 countries worldwide, including the United States.
In the United States, Save the Children focuses its efforts on helping low income children during their
critical out-of-school hours.
The Advertising Council is a nonprofit organization whose mission is to identify a select number of
significant public issues and stimulate action on those issues through communications programs that
make a measurable difference in society.
Working to make lasting, positive change in the lives of disadvantaged children in the United States,
Africa, Asia, Latin America, the Middle East, Eastern Europe and the Newly Independent States.
Recycled Paper
Save the Children®
54 Wilton Road
P.O. Box 950
Westport, CT 06881 USA
(203) 221-4000
What is Mentoring?
Mentoring the presence of one or many caring individuals who, along with parents and guardians, provide
youth with support, counsel, friendship, and constructive example -- is a proven strategy for placing adults
into the lives of children and youth. Mentors are good listeners, people who care, people who want to help
young people bring out strengths that are already there.
Experts Agree Mentoring Works
Studies show that the presence of a mentor(s) is the single biggest factor that can make a difference in the life
of a child:
A Public Private Ventures study recently found that young people who met regularly with their Big
Brothers Big Sisters mentors for a year were:
52% less likely than peers to skip a day of school;
46% less likely to start using illegal drugs;
37% less likely to skip a class; and
27% less likely to start drinking.
Researchers Terry Williams and William Kornblum found that "the probabilities that teenagers will end
up hanging out on the corner or in a stable job are conditioned by a great many features of life in their
communities the most significant is the absence or presence of adult mentors."
A Procter and Gamble study of their mentoring programs in Cincinnati schools shows that young people
with mentors were more likely to stay in school, aspire to and achieve better grades, and go on to college.
Researchers from Columbia University and the University of Massachusetts found that "those who
overcome poverty and reach college often share a common bond: a mentor, or perhaps several, who
shepherds students across unfamiliar terrain."
Urgent Need for Mentors
Despite documentation of the success of mentoring, millions of young people in need of mentors do not yet
have them:
An estimated 97% (or 13.2 million) of the young people at risk of not reaching productive adulthood are
not receiving the benefits of mentoring. Across the nation it is estimated that only 340,000 youth are
receiving the proven benefits of mentoring.
At Big Brothers Big Sisters alone, 40,000 young people are waiting to receive mentors. In Atlanta, the
average waiting list for African-American boys to receive mentors is 18-24 months; for girls of all races
the waiting list is 6-12 months. This is typical of communities across the country.
Opportunity
Two obstacles stand in the way of expanding proven mentoring programs: (1) lack of volunteer mentors (2)
funding to cover the cost of recruiting, screening, and supporting volunteer mentors. This campaign can play
a crucial role in overcoming these obstacles to ensure more of our nation's youth receive this critical
resource.
Working to make lasting, positive change in the lives of disadvantaged children in the United States,
Africa, Asia, Latin America, the Middle East, Eastern Europe and the Newly Independent States.
Recycled Paper
Save the Children®
54 Wilton Road
P.O. Box 950
Westport, CT 06881 USA
(203) 221-4000
THE WEB OF SUPPORT FOR U.S. CHILDREN
For sixty-six years, Save the Children has worked with families and community-based
organizations in the United States to address the needs of children living in poverty,
improve the quality of child care, early childhood education, and primary and maternal
health care, and promote the healthy development and the leadership capabilities of
young people.
In the fall of 1997, Save the Children launched the "Save the Children Web of Support
for U.S. Children," an unprecedented national out-of-school-time initiative that is
targeted to reach ultimately 200,000 at-risk children across the country.
Extensive research confirmed the need to provide support to children when they are not in
school--the hours when many children find themselves unsupervised and unoccupied,
increasing the chances of their involvement in risky, destructive behaviors:
Fact: Children spend less than 20 percent of their waking hours in school.
Fact: Children spend more of their out-of-school time watching television than any
other single activity.
Fact: Violent juvenile crime peaks when schools let out.
Research also shows-and is confirmed by preliminary reports from Save the Children
rural pilot sites-the positive impact that quality out-of-school time programs have on
participants' school performance, peer relations, and development of interests and talents.
The Web of Support for U.S. Children is a community-driven out-of-school-time
initiative that creates innovative partnerships between Save the Children and existing
child-centered community-based organizations.
Working to make lasting, positive change in the lives of disadvantaged children in the United States,
Africa, Asia, Latin America, the Middle East, Eastern Europe and the Newly Independent States.
Recycled Paper
The Web of Support for U.S. Children focuses on providing children with a web of
support from three inextricably linked sources:
Caring adults: adult role models whose guidance, attention and friendship
make a significant difference in children's lives.
Safe places: accessible, supervised settings where children can study,
participate in enriching activities, and interact with peers and caring adults.
Constructive activities: recreational, educational, and social activities that
give children the opportunity to learn and master skills, pursue their interests
and talents and broaden their social and cultural experiences.
The Web of Support for U.S. Children now includes out-of-school-time initiatives
sponsored by Save the Children in conjunction with 63 community-based partner
organizations in urban and rural areas around the country.
Working with existing and newly-identified community-based partners in economically
disadvantaged neighborhoods, Save the Children helps community partners create and/or
enhance programs for children at-risk during their out-of-school hours.
Specifically, Save the Children provides the following support to help its community
partners reach these three targeted objectives:
Funding and Resources: Utilizing Web of Support foundation and corporate
contributions in combination with its child sponsorship program, Save the Children
provides financial support, gifts-in-kind, and volunteer services to community-based
programs based upon specific local needs and the potential for lasting impact.
Technical Assistance: Save the Children provides its community partners with the
research, knowledge and skills necessary to evaluate, improve and sustain the quality and
reach of their out-of-school-time programs. Technical assistance, regular site visits, and
rigorous evaluation of outcomes and impact are provided in conjunction with national
"Web of Support" partners, including The National Institute on Out-of-School Time at
Wellesley College -- a national innovator on quality out-of-school programming, and
Aguirre International -- one of the nation's leading field impact evaluators.
Leadership Training and Development: Save the Children designs and convenes
leadership development workshops and information networks for program directors and
youth participants to enhance leadership skills, share model programs and best practices,
and design collective solutions for their communities. Training is conducted in
conjunction with "Web of Support" partner Ripple Effects -- a national specialist in team
building and leadership training for nonprofit community leaders.
Recognition of What Works: Save the Children hosts national awards events that
highlight the extraordinary contributions of youth and adults on behalf of disadvantaged
children in their communities.
Public Awareness: In fulfillment of its commitment to America's Promise, Save the
Children and The Ad Council will launch (December 1998) a national public service
advertising campaign to raise additional volunteer and financial resources for mentoring.
In conjunction with the campaign, Save the Children, in collaboration with the National
Mentoring Partnership and the National Mentoring Policy Council, and with funding
from the Department of Justice, has created a Mentoring Hotline to refer callers to local
mentoring organizations in need of volunteers.
Membership Organization: Save the Children is developing a concept for a national
membership organization that will mobilize America's young people, and through them
their families and the organizations they touch, to:
understand and focus public attention on issues affecting young people
get involved (through service and other means) in affecting positive social change for
young people and
generate resources to enable a greater number of young people living in poverty to
achieve their potential
Technology Linkage: Save the Children has created an on-line version of the Web of
Support, an innovative telecommunications network that will ultimately link youth at all
the community partner sites in the Web of Support as well as children around the world
who will gain access to this network through the involvement of Save the Children's
international programs. In addition, program leaders who work with youth in the Web of
Support will share best practices, program evaluation strategies, new ideas,
recommendations of pertinent internet sites, grant information, and other resources.
###
"Do Good. Mentor A Child."
Y
Save the Children.
web OF SUPPORT FOR U.S. CHILDRENTM
"BASEBALL" :30 CNSA-8130
Also available in :20 (CNSA-8120) & 10 (CNSA-8110) lengths.
5
(MUSIC UNDER)
MORGAN FREEMAN: When you
mentor a child, you don't have to
be perfect.
DO GOOD.
MENTOR A CHILD.
Toll Free 1-877-BE A MENTOR
Ad
Save the Children.
Council
CHILDREN'S
You just have to be yourself which,
Do good.
Mentor a child.
Call 1-877- BE A MENTOR.
by the way, is pretty good.
"ART" :30 CNSA-8230
Also available in :20 (CNSA-8220) length.
(MUSIC UNDER)
MORGAN FREEMAN: To be a
MENTOR: Interesting, you hungry?
mentor, you don't have to have all
MENTEE: Yeah.
the answers.
DO GOOD.
MENTOR A CHILD.
Toll Free 1-877-BE A MENTOR
Ad
Save the Children.
Card
MORGAN FREEMAN: You just
Do good.
Mentor a child.
Call 1-877- BE A MENTOR.
have to be yourself which, by the
way, is pretty good.
"Baseball" :30 & :20 and "Art" :30 have been localized with the following ISCIs: CNSA-8330-state, CNSA-8320-state, and CNSA-8430-state for these markets:
Phoenix (AZ); Los Angeles/Sacramento/Stockton/Modesto/San Diego/San Francisco/Oakland/San Jose (CA); Hartford/New Haven (CT): Miami/Fort Lauderdale/
Orlando/Daytona Beach/Melbourne/Tampa/St. Petersburg/Sarasota (FL); Atlanta (GA); Chicago, (IL); Indianapolis (IN); Baltimore (MD); Detroit (MI);
Minneapolis/St. Paul (MN); St. Louis (MO); Charlotte (NC); Cincinnati/Cleveland (OH); Pittsburgh (PA); Dallas/Fort Worth/Houston (TX); Seattle/Tacoma (WA).
Plus: Boston (MH=MA+NH); New York City (NN= NY+NJ); Philadelphia (NP=NJ/DE/PA); & Washington, D.C. (MV=MD/VA/DC).
CC
Ad
Volunteer Advertising Agency: McCann-Erickson Worldwide
1098
Council
E
DO GOOD. MENTOR A CHILD. CALL 1-877-BE A MENTOR:
Save the Children.
Ad
*Toll-free call.
WEB OF SUPPORT FOR U.S. CHILDREN
Council
NOTE TO PUB: DO NOT PRINT INFO BELOW, FOR ID ONLY. NO ALTERING OF AD COUNCIL PSAs.
Save the Children - 4-5/8 X 4-7/8 B&W-STC-M-06803F "Ice Cream Cone" 110 Screen Magazine
Film at Horan Imaging (212) 689-8585 Ref.# 109973-F
DO GOOD. MENTOR A CHILD. CALL 1-877-BE A MENTOR:
To be a mentor, you don't have to be perfect. You just have to be yourself which, by the way, is pretty good.
Save the Children®
Ad
*Toll-free call.
WER OF SUPPORT FOR U.S. CHILDRENTS
Council
NOTE TO PUB: DO NOT PRINT INFO BELOW, FOR ID ONLY. NO ALTERING OF AD COUNCIL PSAs.
Save the Children - 7x 10" 4/C -STC-M-06803A "Weight Lifter" - 110 Screen Magazine
Film at Horan Imaging (212) 689-8585 Ref. 545724-A
DO GOOD. MENTOR A CHILD. CALL 1-877-BE A MENTOR:
To be a mentor, you don't have to be perfect. You just have to be yourself which, by the way, is pretty good.
Save the Children.
Ad
*Toll-free call.
WEB OF SUPPORT FOR U.S. CHILDREN,
Council
NOTE TO PUB: DO NOT PRINT info BELOW, FOR ID ONLY. NO ALTERING OF AD COUNCIL PSAs.
Save the Children - 7x 10"B&W -STC-M-06803C "Woman Walking" 110 Screen Magazine
Film at Horan Imaging (212) 689-8585 Ref.# 109970 -C
DO GOOD. MENTOR A CHILD. CALL 1-877-BE A MENTOR:
To be a mentor, you don't have to be perfect. You just have to be yourself which, by the way, is pretty good.
Save the Children®
Ad
*Toll-free call.
WEB OF SUPPORT FOR U.S. children™
Council
NOTE TO Pt B: DO NOT PRINT INFO BELOW. FOR ID ONLY. NO ALTERING OF AD cou NCIL PSAs.
Save the Children 6-7/16 x 10-1 2-STC-N-06804-B"DO-GOOD. "65 Screen
B&W Newspaper - Film at Horan Imaging (212) 689-8585 Ref.# 109524
Clinton Presidential Records
Digital Records Marker
This is not a presidential record. This is used as an administrative
marker by the William J. Clinton Presidential Library Staff.
This marker identifies the place of a publication.
Publications have not been scanned in their entirety for the purpose
of digitization. To see the full publication please search online or
visit the Clinton Presidential Library's Research Room.
U.S. Department of Justice
Office of Justice Programs
Office of Juvenile Justice and Delinquency Prevention
JUVENILE
MENTORING
PROGRAM
1998 Report to Congress
MENTORING
JUMP
PROGRAM
dallo
Report
Office of Juvenile Justice and Delinquency Prevention
Clinton Presidential Records
Digital Records Marker
This is not a presidential record. This is used as an administrative
marker by the William J. Clinton Presidential Library Staff.
This marker identifies the place of a publication.
Publications have not been scanned in their entirety for the purpose
of digitization. To see the full publication please search online or
visit the Clinton Presidential Library's Research Room.
U.S. Department of Justice
Office of Justice Programs
Office of Juvenile Justice and Delinquency Prevention
JUVENILE
MENTORING
PROGRAM
1998 Report to Congress
MENTORING
JUMP
PROCEAN
dallo
Report
Office of Juvenile Justice and Delinquency Prevention