This report examines how various groups are working to influence improved results for children and families through public will strategies, defining public will as the steps required to change the outcomes for children and families. There are seven chapters: (1) "Introduction"; (2) "A Conceptual Framework for Public Will Work" (what social marketing is and implications); (3) "Lessons from Campaigns Outside of the Children's Area" (common themes of the National Rifle Association, Christian Coalition, National Breast Cancer Coalition, and AIDS activists; implications; and consistencies and inconsistencies between child advocates' thinking and the common strategies of successful campaigns not in the children's arena); (4) "Landscape of the Public Will Work in the Children's Area: Foundations and Organizations" (foundations, organizations, conclusions based on interviews, identification of gaps in public will work, and identification of opportunities); (5) "Landscape: Messages" (values that underlie message development and race and racism as they apply to public will work); (6) "Summary of Findings and Implications"; and (7) "Potential Next Steps" (potential areas of foundation investment, including cross-foundation collaborations). An appendix contains a foundation/organization interview list. (Contains 69 bibliographic references.) (SM)