Sample Outreach Extensions’ Campaigns

Highlights and Innovations

A national consulting firm founded in 1992, Outreach Extensions develops and implements solution-based media outreach campaigns that extend the impact of documentaries beyond television into local communities.

Legacy

LegacyBeginning in January 2000, Outreach Extensions (OE) designed and implemented the landmark three–year, $1.0 million national outreach campaign to accompany Tod Lending’s Academy Award® –nominated documentary LEGACY. From the beginning of the campaign, OE advanced a dual strategy to utilize the strengths of both HBO/ Cinemax (audience reach and media power) and PBS (targeted audiences, community outreach expertise and on–the–ground activities, role of stations as neutral conveners, and PBS Online) to reach and serve communities. This strategy helped to build a seamless campaign for the July 2001 Cinemax premiere broadcast and later (November 2002) PBS broadcast.
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Reentry National Media Outreach Campaign

Reentry National Media Outreach CampaignThrough generous funding from The Annie E. Casey Foundation, Outreach Extensions launched the Reentry National Media Outreach Campaign in 2003 – which proved to be a highly successful endeavor. The original two–year timeline extended to six as new media tools and resources were developed to serve diverse audiences. During these six years, ending in 2008, the Reentry Campaign raised community awareness as well as facilitated discussion and decision making about solution–based prisoner reentry programs that fostered public safety and supported healthy communities. Secular and faith–based community coalitions and organizations joined reentry efforts to assist formerly incarcerated men and women and their families.
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Prayer In America

Prayer In AmericaThe PRAYER IN AMERICA campaign was unique in Outreach Extensions’ collaborative content development with leading national scholars and theologians, including author James P. Moore, Jr. whose book One Nation Under God:  The History of Prayer in America inspired the documentary. The campaign focused on five campaign themes: Prayer and Social Justice, Prayer and Forgiveness, Prayer and Armed Conflict, Prayer and the Constitution, and Prayer in Crisis. Public television stations, local houses of worship, institutions of higher education, multicultural organizations, and civic groups convened to discuss, from an interreligious perspective, the role of prayer in issues important to their communities.
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Take This Heart

Take This HeartA long–term campaign to build public will, the Foster Care Project was developed in association with the one hour documentary, Take This Heart, produced by KCTS/Seattle. The national community and educational outreach campaign was made possible by grants from The David and Lucile Packard Foundation, The Casey Family Program and The Annie E. Casey Foundation. The Child Welfare League of America (CWLA) was the national community outreach partner. Strategically designed and implemented by Outreach Extensions, the project extended from November 1996 through May 1998.
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This Far By Faith / Faith Into Action

This Far By FaithWhile the target audience of the national outreach campaign was similar to that for the production, THIS FAR BY FAITH, namely African–American congregations and religious leaders, the content presented to these audiences was unique to the campaign. The focus shifted from historic to contemporary religious figures and to innovative faith–based social action programs. Outreach Extensions’ solution to achieve this new focus was to produce video modules on carefully selected faith–based programs and to develop community social ministry materials and workshop modules to facilitate utilization of the materials and replication of the programs in other communities. To highlight this shift in content and intent, the outreach campaign was named Faith Into Action.
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Waging A Living and Rosevelt’s America

Waging A LivingThe Family Economic Success campaign illustrated how Outreach Extensions achieved funder objectives (Making Connections’ Core Results) and built campaign bridges from one documentary to another, in this instance two documentaries by Public Policy Productions. The campaign is also notable for its evolvement across four years.
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Eyes On The Prize

Eyes On The PrizeNineteen grants were awarded to public television stations through support from the Corporation for Public Broadcasting. Nine additional grants were provided to Making Connections sites by The Annie E. Casey Foundation. The campaign stimulated creative collaborations between public television stations and dynamic local partners such as the Southern Christian Leadership Conference (SCLC), the Association of African American Museums, and the National Council of Churches USA. Total impressions from the campaign (including outreach broadcast, Web, materials distributed, promotion, and events) were more than seven million.
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American Family

American FamilyPremiering on PBS in January 2002, the 13–part AMERICAN FAMILY series was supported by a national outreach campaign that helped local PBS stations build and sustain long–term relationships with Latino communities and organizations. For the Season II campaign for AMERICAN FAMILY with 13 new episodes in 2004, Outreach Extensions proposed an innovative outreach strategy and issue:  to focus on Latino health issues while continuing the emphasis on family. Important new campaign resources included a “from A to Z” template to conduct a local health fair. Resources developed with national partners included a cessation of smoking brochure, child immunization materials, and a healthy lifestyle component.
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Critical Condition

Critical ConditionDesigned and managed by Outreach Extensions (OE), the CRITICAL CONDITION National Outreach Campaign highlighted issues surrounding health care, national policy, and economic development, while at the same time promoting public television’s history of presenting stories about timely issues and underrepresented communities. This strategic public awareness campaign engaged communities and heightened the visibility of health care policy during the run–up to the 2008 presidential election. The campaign demonstrates how OE has pioneered the leveraging of local public television stations’ multiplatform media assets as part of outreach campaigns in association with the broadcast of a national television documentary or series
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Children’s Programming

Kratts’ Creatures

Kratts’ CreaturesOutreach Extensions managed an extensive Zoo Tour (10 zoos) featuring Martin and Chris Kratt whose antics along with their exciting presentation of live animals provided an unforgettable experience that entranced, entertained, and educated young audiences. Managed by Outreach Extensions, the show was supported by a carefully crafted script, media elements, and planning/production. More than 2.5 million children and families visit zoos on an annual basis
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Noddy

NoddyIn preparation for NODDY’s launch, Outreach Extensions completed a series of activities for station and community readiness and implementation. This included building station outreach stakeholders and bringing them aboard as an advisory committee, attending PBS and outreach conferences to create a buzz, developing inventive materials for community partners to display at conferences, and producing an outreach and promotion toolbox called “NODDY’s Treasure Chest of Notions, Oddities, Doodads and Delights of Yesterday”
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Tots TV

Tots TVLaunched in 1996, TOTS TV offered the largest and most comprehensive bilingual preschool Web site on PBS. The central outreach campaign asset, Tots TV Theater, was developed by Outreach Extensions and The itsy bitsy Entertainment Company in association with PBS Internet Publishing Group. Tots TV Theater offered exciting play activities and learning tools to English and Spanish speaking parents so they could help their children learn. The campaign’s goal was to help stations develop creative projects to build awareness of the series and expand families’ utilization of this innovative online site
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Super Why

Super WhyOver the course of three years, 2007 – 2009, designated stations conducted SUPER WHY Reading Camps in collaboration with local partners such as those already serving at–risk children in low–income neighborhoods. Extending the series’ signature educational approach into the community, the SUPER WHY Reading Camps stimulated literacy/reading readiness for 4– to 6–year–old children and created a real–life interactive storybook adventure. The camps were managed by Outreach Extensions in association with Out of the Blue, the series’ creators
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