The ultimate goal is to break the cycles of poverty and abuse that tend to be passed on from generation to generation without proper intervention and support services. R&R ‘s marketing and creative team positions the Children’s Bureau as Southern California’s leader in child abuse prevention through its emphasis on positive parenting and school readiness. National and local media outreach will focus on the organization’s child abuse prevention model as well as the Magnolia Place Initiative, which SEEKS TO DO WHAT? in the 500 square blocks that surround the Children’s Bureau’s Los Angeles headquarters. Tactics include media relations; development of a brand identity guide for the proper use of Children’s Bureau materials; Web support; and advertising including billboards, buses, malls, airport kiosks and possibly TV and radio spots.