One Strong ‘Ohana Campaign Launch

On Tuesday, January 17th, over 100 individuals gathered for the unveiling of the One Strong 'Ohana campaign. The Joyful Heart Foundation—together with the Hawai'i Children's Trust Fund—coordinated the effort with the generous support of the Hawai'i Community Foundation, which hosted the event in downtown Honolulu. The campaign would not be possible without the support of our incredible corporate and media partners:

• Hawai‘i News Now
• COX Media Group
• Honolulu Star-Advertiser
• Midweek
• Jamba Juice Hawai‘i
• Whole Foods Market
• Fun Factory

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We all know that the safety and wellbeing of our children is a priority in our society. But we also know that instances of child abuse and neglect do occur, and at far more alarming rates than many would imagine. In 2010 alone, there were 4,199 reports of child abuse and neglect throughout the state. The key idea that we are all one 'ohana—and that we can all make a difference in strengthening families—is inspirational and empowering for all of us who are invested in making Hawai'i a better place for us to raise healthy and happy keiki.

Maile Zambuto, Joyful Heart's Chief Executive Officer, then gave a report on Joyful Heart's research efforts, conducted in partnership with the Hawai‘i Children's Trust Fund, and informed the attendees about the campaign's progress. She began with a video message from Joyful Heart's Founder and President, Mariska Hargitay:

Maile emphasized details from the report, Perceptions of Child Abuse and Neglect in Hawai‘i, that built the foundation for much of the One Strong ‘Ohana campaign.

The headlines from our research are that, in terms of community concern, 80% of Hawaii residents think child abuse and neglect is a major problem in society. We learned that child abuse is prevalent in our community. Nearly 40% of residents know a victim of child abuse and 9% disclosed being victimized themselves. Nearly a third of residents expressed that they were reluctant to get involved because it was 'none of their business.'

The research demonstrates we have a real opportunity with this campaign to educate the public and tap into the value system that is so much a part of our unique culture in Hawai'i—that we are all one ‘ohana.

Randy Echito, the Executive Director of the Friends of the Children's Justice Center of Maui and member of the HCTF Advisory Committee, provided an overview of the campaign and unveiled the creative materials produced for TV, radio and print, all of which are available for download from the One Strong 'Ohana website.

After unveiling the creative materials, Randy invited Tammy Kubo, Chairperson of the Hawai'i Children's Trust Fund Advisory Board, and Kata Issari, Hawai'i Regional Director for Joyful Heart, up to extend our deepest gratitude to the many individuals and organizations who are so generously and creatively supporting the One Strong 'Ohana campaign:

• The Hawai'i Children's Trust Fund Advisory Board and Advisory Committee
• Members of the HCTF Coalition and grantees who participated in planning research, focus group testing and implementation
• The Hawai'i Community Foundation
• Bennet Group Strategic Communications
• AIDIA Studio
• Hawai'i News Now
• COX Media Group
• Honolulu Star-Advertiser
• Midweek
• Jamba Juice Hawai'i
• Whole Foods Market
• Fun Factory

To learn more about the campaign, please visit OneStrongOhana.com.