The 90by30 Project and K(no)W More

The project is a community-wide effort to reduce child abuse and neglect

(Editor’s Note: Viewpoint submissions on this and other topics are always welcome as part of our goal to encourage community discussion and exchange of perspectives.)

April 13, 2019 — The 90by30 Project is a community-wide effort to reduce child abuse and neglect in Lane County by 90 percent by the year 2030. Most of us — 98 percent of the Lane County adults interviewed in a recent survey — share some beliefs about children: We believe they deserve to grow up safe and healthy and that, if they are harmed, it is our responsibility to support and help them in healing.

Reducing child abuse and neglect 90 percent by 2030 is clearly a challenging task. Some people we talk to have said they feel overwhelmed at the thought of it — it seems too large and too complicated.

Where do we begin?

What are the most important things to do to give us the best chance to reach this goal in Lane County?

That’s where 90by30 comes in. We want to give people the tools to “play their part” in keeping kids safe and healthy. If we can change the mindset that child abuse is someone else’s problem — a problem to be solved by the police or Child Protective Services or schools — we can shift the social norms that keep us from coming together as a “village” to raise a child.

Every region in Lane County will develop its own prevention plan, its own unique blend of strategies and resources to prevent abuse and neglect. But each plan will also be complemented by an overarching countywide strategy: the K(no)w More media campaign, which emphasizes that, once we know more about child abuse and how to prevent it, we can say no more to anything that harms children and families.

Based on Play Your Part, the successful public service campaign implemented by Australia’s NAPCAN (National Association for the Prevention of Child Abuse and Neglect), K(no)w More will launch in 2019 and include television ads, radio spots and a social media presence.

Most of all, it will emphasize the idea that each of us has a role to play in ending child abuse. No matter who you are or what part you play in the community, you can help create a positive, healthy environment for kids.


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