COX COMMUNICATIONS' TAKE CHARGE! PROGRAM
Challenge:
In the wake of the 2004 Super Bowl halftime debacle and news reports about predators exploiting teens and children via the Internet, parents became increasingly concerned about what their children experience online and on TV. As a major provider of cable, Internet and phone services, Cox Communications recognized the need and opportunity to proactively educate and help families manage their use of these services in their homes. So the company created "Take Charge! - Smart Choices for Your Cox Digital Home" to make it easy for parents to monitor their children's use of technology and increase the whole family's enjoyment of desirable mass media content. Faced with numerous execution needs, they turned to Shira Miller for assistance.
Solution:
Working closely with the internal Cox Public Affairs team, Miller first focused on communicating key messages by creating web site content that promoted interactivity and copy for a consumer brochure. Strong writing and planning skills provided to be essential every step of the way. She devised template communication materials for each Cox operation to use in building local coalitions and promoting Take Charge! within their local markets. Miller created the national press materials, adapting them for local usage, and helped make the media announcement. She conducted messaging training for TV host and children's advocate John Walsh, who formed an alliance with Cox as their national Take Charge! celebrity partner. After the program was launched, Miller continued to support Take Charge! by writing web site feature copy and creating a turn-key Digital Diary video testimonials program for its local operations. The result was a seamless introduction of this impactful community relations effort. Over 30,000 unique visitors went to the Take Charge! (www.cox.com/takecharge) web site within two months of its launch. Cox and Take Charge! received the 2004 "Innovator Award" for Community Relations from MultiChannel News and the effort has been recognized by parents groups nationwide and the FCC.
"Shira Miller was integral to the success of one of the biggest PR programs we've ever undertaken. Her comprehensive communication skills were ideal for this project because Cox needed assistance in so many different ways. From writing copy and strategic planning to providing messaging training for our celebrity spokesperson, she was there for our team every step of the way"
- Anthony Surratt
Executive Director of Public Relations
Cox Communications, Inc.
