Re-inventing itself

Cornwall Standard Freeholder

18 April 2009

Posted By MICHAEL PEELING

After three years of often less than flattering publicity at the Cornwall Public Inquiry, the Children's Aid Society of the United Counties of Stormont, Dundas & Glengarry is rolling out a major public relations campaign to emphasize the positive work it does.

In coming months, the CAS will start spreading the word about its services and success stories through a series of posters, brochures, a new logo, a new website and a new slogan, "We are here to help."

The posters feature photos of people once and still in at-risk situations along with a short story of how they've been helped by the CAS.

There are also brochures about adoption, volunteering, how to detect abuse, parenting, leaving children home alone, adolescent services and one entitled "NEVER Shake a Baby!"

CAS executive director Rachel Daigneault, who took the position in 2007, said the timing was right for the campaign - which she likened to giving birth after working on it for nine months -after celebrating 100 years of the CAS in the community last October.

"We lived through the Cornwall Public Inquiry," Daigneault said.

"Now it's important to show the CAS has changed. It's a perfect time to start fresh. We're eager to show the CAS is filled with people dedicated to the community."

CAS board president Kevin Lydon said the organization, which is mandated to protect children under the age of 16 from abuse and neglect, has received little praise for its work.

"I've yet to receive a note of congratulations for our work," said Lydon.

"But I've read a lot of negative press."

"This is our chance to get some credit for our work. If we don't do it, no one else will."

As the Cornwall Public Inquiry progressed, allegations of physical and sexual abuse by former CAS workers surfaced during testimony, but none of them were ever charged.

Daigneault said the CAS could have done shock ads, but didn't feel it was the right time to take that approach.

"We decided to take a positive approach . . . and take the chance to present positive stories," she said.

The new logo features an "open heart"meant to symbolize open-mindedness, rays representing pride in CAS's community work and a sun "meant to bring hope and a guiding light to those in need," according to the new web site, www.cassdg.ca.

Lydon said the CAS is also looking to forge stronger relationships with other community organizations such as the OPP, the Children's Treatment Centre, Big Brothers Big Sisters and the Cornwall Community Police Service, all of which were represented at a press conference Friday to launch CAS's new image.

Local OPP detachment commander Insp. David Springer sees the public relations campaign as a "really positive" step for the CAS that will promote a more positive, proactive image for the organization.

"While the implications of the Cornwall Public Inquiry can't be ignored, the CAS has to promote its image," Springer said. "I see this new campaign as the public face of all the great work the CAS has been doing behind the scenes."

Springer explained how in many cases the OPP ends up working as a referral service for the CAS, so he feels a campaign that creates awareness of how the CAS can help people in need is a welcome idea that will surely decrease the number of calls for the OPP.

Cornwall Community Police Service Insp. Brian Snyder called the CAS's new public relations campaign "amazing" and applauded its simple approach to providing access for families with children under the age of 16 to its services

.Article ID# 1529573
Comments
I feel it will take much more than a publicity campaign to re-invent this organization. Having seen with close relations the lack truth, deceit and out right mis-representation of fact to the point where a judge could not believe it show that there has been little change. The events I speak of are not some distance past but only in the past 3 years and took over 3 years to resolve. Any organization with such overwhelming and sweeping powers, without some reportablity is gross negilgence. Power corrupts, absolute power corrupts absolutly. To re-invent would me to completely reconstruct the entire system, the province really need to RE-INVENT this orgainzation, not simply wallpaper the surface.

Any other opinions ?

Reply | Report | Page Top Post #1 By my opinion12,

While I respect your above perception; I must comment that it is your truth and not necessarily an accurate view of the whole picture of what you refer to therein. Lots of changes have taken place; reportability, accountability, respect for clients served, efforts to work directly with the families of our community. Please consider that system change takes effort from all community members, not just CAS.

Reply | Report | Page Top Post #2 By looking at the larger picture

What is the difference between perception and truth ? Absolutely nothing. In the eyes of the perceiver that is the truth. From the eyes of a parent, no not myself before you ask, wrongly accused and vindicated by the judicial system the machine is broken. When case workers admit to clients that they can't understand why they are working cases that require no intervention or are removed from cases where they disagree with those in authority above them, then my perception is that it's broken. No I am not beating a drum HANG-EM HIGH. There are those in the CSA whom I've meet who I know are there for the right reasons. As you seem to be more informed than a poor lay-person such as me, what are the checks and balances ? Who polices the authority or potential misuse. We hold police, firemen, court official to higher standards because of their position of authority over the masses should this not apply here aswell ? Looking at the larger picture, becareful that you don't miss the tree for the forest.

Reply | Report | Page Top Post #3 By my opinion12,

well if you are admitting that the CAS is changing I would like to know what you are changing from

Reply | Report | Page Top Post #4 By itinerant,

good point itinerant

Reply | Report | Page Top Post #5 By silentnomore,