Child Welfare League of America Making Children a National Priority

 

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Home > Support CWLA > Corporate Support > Cause-Related Marketing and Cause Branding Initiatives

 
 

Hallmark

Ellen Foster, the Hallmark Hall of Fame presentation based on the novel by Kaye Gibbons, was instrumental in bringing in new, nationwide attention to abused and neglected childred and new support for Protecting America's Children: It's Everbody's Business® (PRAC).

The story of a brave and engaging 10-year old who finds happiness with a new family, Ellen Foster inspired an at-home mom to volunteer her time and energy and educate her community about CWLA and PRAC. And she wasn't the only one. When the Hallmark Hall of Fame presentation aired December 14, 1997, more than three thousand people all over the United States called CWLA, asking how they could help. A public service announcement following the program gave viewers an 800 number so that they could contact CWLA for additional information. Many of CWLA's member agencies teamed with their CBS affiliates to develop human interest stories about kids in foster care. Viewers used the information to investigate how they could become foster parents. The Ellen Foster broadcast is still paying dividends, as family and children's services agencies and concerned individuals across the country host viewing parties and discussions about how to eliminate child abuse and neglect in their communities.

More About Hallmark

Hallmark Cards, producer of Ellen Foster, has made videos of the Hall of fame production, including CWLA's 800 number, available for sale. Hallmark also funds the Hallmark Corporate Foundation in Kansas City. The Foundation makes grants to education, arts, health and human service organizations in communities where Hallmark employees live and work. Many thanks to CWLA member agencies in Kansas City for bringing PRAC and CWLA to Hallmark's attention.


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