News

Joshua Prezant Photographs "Children's Trust 211"

May 18, 2006

Altpick member Joshua Prezant's photography was used for a multi-media campaign launched to raise awareness about 211, "The Children's Trust 211 Helpline" appearing all over Miami bus stops, TV and full page ads in the print media.

By Ms. Barbara A. Martin
Beginning MAY 17, an extensive public awareness campaign PHOTOGRAPHED BY JOSHUA PREZANT in print, broadcast and outdoor media will launch to educate Miami-Dade County residents about 211 The Children's Trust Helpline.

The black and white portraits by Miami based Joshua Prezant and the accompanying headlines used as focal points of the campaign, serve as stark illustrations of the many questions that can be answered by simply dialing 211 The Children's Trust Helpline. One photo features two siblings left to fend for themselves at home after school; their eyes peak longingly through the slightly ajar door with a headline that reads, Home Alone? The solution: dial 211 to find an after-school program or summer camp. Another photo features a child with a thermometer held gently in his mouth and headline that reads: "He can't be sick." So what's the solution to navigating the health care system or accessing insurance? Dial 211 The Children's Trust Helpline.

More than a dozen photos reflect people of different races, ethnicities and walks of life, all dealing with different circumstances. In one image, a smiling, but concerned mother holds her baby tight, asking: "Am I making the right choices?" Another shows a grandmother challenged with the task of raising her own grandson, saying "I didn't expect to raise my grandchild." Yet another, reveals a distraught women, holding her head in her hands, glancing down, declaring, "I need help." Echoing the feel of the print campaign, the radio and television commercials emphasize the human stories behind The Children's Trust Helpline by introducing a tapestry of voices calling 211 for help, information and answers to important questions.

"Ultimately, the message we hope to spread with this compelling campaign is that whether you‚re a single mother with child care questions, a dad searching for a quality after-school program close to home, a couple in the throws of divorce, a teen in trouble, the parent of a child needing special services, the victim of abuse, or a family facing financial crisis, 211 The Children's Trust Helpline is there for you, " said Modesto E. Abety, President and CEO of The Children's Trust.

The Children's Trust implemented the 211 helpline, following the successful model of other 211 help lines currently available in municipalities throughout 40 states. Recognizing that the greatest obstacle to addressing family needs is knowing where to go for help or information, The Trust decided to fully fund 211 in Miami-Dade County to make this resource and referral line available to everyone in our community. Now, by dialing 211 on a land line, parents, caregivers and adolescents will be able to reach specially trained Switchboard of Miami counselors, 24 hours a day, 7 days a week, in English, Spanish and Creole via The Children's Trust Helpline. For now, Cell phone users can access the same call center by dialing 305-631-4211. Within the next two to three months, 211 is expected to be universally accessed through all cell phones providers.

Unlike the recently launched 311 Miami-Dade County hot line, 211 is not a referral line to local government services. The 211 Helpline serves as the central clearinghouse for health and social services in our community by providing assessment of need and crisis counseling. With a boost from this public awareness campaign, Switchboard estimates they will serve about 100,000 people annually, helping them deal with some very important issues including: an estimated 5,000 people who may be saved from suicide; the linking of 10,000 people to appropriate health care services; and more than 15,000 families referred to psychological services.

The public awareness campaign was created by a team of creative professionals directed by lead advertising agency, The MNetwork and including photographer Joshua Prezant, art director Rolando Mesa and input from Circle of One Marketing.

The Switchboard of Miami call center is located at 701 S.W. 27th Avenue in Miami.

The Children's Trust is a dedicated source of revenue established by voter referendum to improve the lives of children and families in Miami-Dade County by making strategic investments in their future. Because all children are our children.

To see some of the ads click on the link below.