A Communication Plan For The Ministry Of Civil Affairs’ Children Protection Emonstration Region

Luo Ning Children Protection Project is a project implemented in Luo Ning, Henan province and conducted by the Ministry of Civil Affairs、a non-profit organization called Right To Play、Luo Ning’s government and experts from Zhejiang University、Beijing Normal University and so on. It will last three years with a goal of establishing an effective and perfect children protection system. For the goal of the project is quite profound and people lack relevant awareness, effective communication plays a crucial role.The communication plan is a part of the project and will follow the project till the end. It concludes three parts, they are early phase、 middle phase and late phase. Communication in the early phase includes the popularization of the children protection knowledge、improvement of the reporting awareness and the capabilities of the government departments in order to establish a children protection-friendly environment and to build up the reporting and replying system which react to the children hurting cases. In this phase, the main channels are leaflets、booklets、posters、wall posters and banners together with mobile publicity vans and videos. Besides, the main targets are schools、 families、communities and government departments. The goal of the middle phase is to establish the social influence, The competition between different government departments and the rewards are added. The late phase prepares for the national popularization and the brand-building including the establishments of different channels like micro-blogs、websites、 micro-channels and the planning of theme activities. Its targets are not the people of Luo Ning but the people of the whole nation.The article includes two parts. One is an introduction of the value、 the shortage、used theories of the plan and the way it is processed, in order to lay the foundation of the plan. The other is the plan itself, the main part, including the one-year plan、the three-year plan and a survey in Luo Ning,Henan on communication channels and people’s media contact. Details are as follows.