A recent public opinion study by the Advertising Council reveals that public attitudes toward children have changed in several significantly positive ways since the mid-1990s. This study, conducted in December 2003, found signs that indicate the public is becoming more optimistic about children and what they can do to help.

In an earlier study, the Ad Council found that the public felt problems facing children were so overwhelming, they could not imagine doing anything that could make a real difference. According to the new research, there is an increase in the belief that the quality of life for children is not only a parent's responsibility, but a collective effort with others in the community.

"We should all make the most of the public's new willingness and desire to take action to help kids," says Peggy Conlon, president and CEO of The Advertising Council.

Results from this research are based on phone interviews with a nationally representative sample of 1,000 adults age 18 or older across the United States. Over-sample interviews were also conducted among 120 African American and Hispanic parents. Key findings from the study include:

• 40 percent of all Americans used positive terms to describe children compared to 23 percent in 1996.
• Almost all Americans (97 percent) think that one person can make a difference in the life of a child, and the majority (78 percent) would like to help.
• In 1995, most Americans blamed parents for the problems children were experiencing and were reluctant to help. Today, most Americans (72 percent) say that raising children is the responsibility of parents with the support of others in the community.
• A large majority (58 percent) of parents feel that all or most children in the U.S. are "at risk."

Details: Results of this study are found in The Ad Council's new report entitled "Turning Point: Engaging the Public on Behalf of Children." This report also offers communication strategies that can effectively motivate the public to act on behalf of children. To download a full copy of the report, visit www.adcouncil.org/research.

Municipal officials interested in improving the lives of children, youth and families in their communities can learn about relevant resources from NLC's Institute for Youth, Education, and Families by visiting www.nlc.org/iyef or by leaving a detailed message at 202-626-3014.