Advantage Communications received the grant following a competitive review process.  The grant will be used for school-based programs, aggressive community relations efforts featuring popular radio personalities, and a media communications program.  Planning for the six-month pilot program will begin in July, with school-based programs launching in September and program evaluation in early 2009.

"Our program is a non-traditional approach to behavior modification," explained Michael Steele, CEO of Advantage Communications.  "Given the culture surrounding 'thuggish' behavior, an aggressive and non-traditional approach is needed.  We will use role models and peers to begin changing the conversation about delinquency--and persuade young Arkansans to earn real respect by making better decisions." 

Advantage Communications has executed successful marketing campaigns championing behavior modifications. These efforts include tobacco counter-marketing for the Stamp Out

Smoking campaign and a colon screening campaign for Arkansas Diagnostic Center.

“Now is the time for preventative strategies that engage young people in a relevant way – before they become part of the Juvenile Justice System,” stated Steve Jones, Deputy Director of the Department of Human Services. “This pilot program targeting young people through their peers and the media is a unique effort for DYS. We were impressed with the plan from Advantage Communications and are eager to partner with them to achieve positive outcomes for our youth.”

The grant from the Office of Juvenile Justice and Delinquency Prevention is part of a larger, annual granting process for local organizations and businesses. 

Advantage Communications, Inc.