The Hawaii Children’s Trust Fund launched an advertising campaign Tuesday aimed at preventing abuse and neglect of Hawaii’s keiki by promoting strong social support networks.

Leaders of the "One Strong Ohana" awareness campaign described it is the largest of its kind in the state.

The social support component is like no other in the country, Maile Zambuto, chief executive officer of the nationwide Joyful Heart Foundation, said at the kickoff event at the Hawaii Community Foundation.

The campaign is based on research conducted in Hawaii by the Joyful Heart Foundation in 2010 to gather information about the perceptions of child abuse in Hawaii. Zambuto said the findings suggested the best way to reach Hawaii residents is by promoting the establishment of strong social connections within the community as a way to strengthen the ohana.

Instead of focusing the community’s attention on the signs of abuse and how to recognize them, this campaign turns the tables and takes a strengths-based approach that puts the spotlight on prevention, Zambuto explained.

"The research clearly demonstrates to us that we have such an opportunity with the campaign … to educate the public and to tap into the value system that is so much a part of our unique culture in Hawaii: that we are all one ohana," she said.

TV, print, radio and social media advertisements that will run throughout 2012 offer ways to build strong social connections with families to help prevent abuse. Grabbing lunch with parents, offering to run an errand for them or driving their children to an event are suggestions being promoted.

"Parents with a social network of emotionally supportive family and friends, colleagues and neighbors often find that it is easier to care for their children and for themselves," Randy Echito, the executive director of the Friends of the Children’s Justice Center of Maui, said.

The Joyful Heart Foundation conducted a telephone survey of 600 Hawaii residents at least 18 years old living in all counties between June 28 and July 20, 2010. Nearly 40 percent of those surveyed said they knew a victim of child abuse, 9 percent reported they were victims and 80 percent said they thought child abuse was a major problem.

In 2010 there were 4,199 reported but not necessarily confirmed cases of child abuse or neglect in Hawaii. In 2009 there were 2,174 confirmed cases.

"The objective of this campaign is to make sure that every single person in a position to make a difference across the state of Hawaii knows that they can make a difference," Lt. Gov. Brian Schatz said.

The idea that everyone can make a difference is also what inspired NBC hit TV show "Law and Order: SVU" actor Mariska Hargitay to establish the Joyful Heart Foundation in Kona in 2004.

"We’re privileged now to turn our attention, our resources and activism to child abuse prevention and awareness efforts here on the islands," Hargitay said in a video recording played at the event. "And we’re deeply humbled and proud to be linking arms with the Hawaii Children’s Trust Fund, our incredible sponsors and supporters, and with all of you.

"Each and every one of you is so important to this effort to strengthen families and to keep our keiki safe."