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Mendocino County

baby reaching for toy

Raise & Shine

Mendocino County has implemented a comprehensive social marketing campaign called Raise & Shine. The campaign helps parents link to local organizations that offer parenting services in support of a county-wide early childhood mental health initiative.

Campaign Components

  • A provider directory and website, including family videos (www.raiseandshine.org)
  • Spanish and English posters and information cards
  • “Ask Raise & Shine” newspaper column, press releases and event flyers
  • Radio and bus ads
  • Movie theater slides

Results

  • More than 100 local clinicians and paraprofessionals have been trained in parenting skills programs such as Parent-Child Interaction Therapy (PCIT) and Positive Parenting Program (Triple P)
  • A bilingual warm line is available 40 hours a week for families with questions about child behavior
  • The county’s largest pediatrics practice, which serves 50% of children 0 to 5, has fully integrated Triple P and delivers all Triple P levels in Spanish and English
  • Head Start home visitors countywide have been trained to provide Triple P on-site and in homes, in Spanish and English; classroom teachers in the Ukiah area have also taken advanced Triple P training through the community colleges