Background:

Unlike commercial television stations, PBS stations don't have the luxury of using advertising revenues to fund the development of new programming.  They must seek financial support from viewers and philanthropic organizations. 

This letter was to raise funds from current and recently lapsed members to develop programming on preventing violent crises in young adults and children.  Thirteen decided to develop this programming -- tentatively called "A Cry For Help" -- shortly after the tragic shootings at Virginia Tech.

The approach:

One key purpose of the "A Cry For Help" documentary is to provide tools for parents, educators and other people in the community to identify children and young adults at risk for harming themselves or others. 

The letter was highly informative about violence, suicide and mental illness in our children.  The letter also sought to create an emotional bond between Thirteen and readers:

From the letter ...

As a parent, I understand the power of television to open my eyes to a world I cannot see:  the world my children are growing up in from their perspective.

I've been at Thirteen for  few months and have seen firsthand that Thirteen's driving force is a sense of responsibility to inform, enlighten and enrich viewers in a manner consistent with the highest standards of journalistic integrity and public good.  Our writers, producers, researchers and other staff are parents and grandparents here.  We are personally both shocked and comforted by metal detectors in schools.  We are personally conflicted by the sheer power of the internet to feed our children's natural inquisitiveness and thirst for information -- but also to introduce impressionable young minds to dangerous and destructive influences. 

We are developing A Cry For Help locally for ourselves and for you ...

Many agree that A Cry For Help must be produced, but the harsh reality is that A Cry For Help and other critical community outreach programming cannot proceed without assistance from viewers -- that is, assistance from you.