Post on 21-Jun-2015
description
YEE TIENFAN DI
SAMANTHA
ADOPTION
COMPLETE A FAMILY
LOW BIRTH RATE IN SINGAPORE
Why?
CAREER-MINDED
FINANCIAL PROBLEMS
STRESS
Why do Singaporeans not have children?
LOWER FERTILITY RATE
HEALTH PROBLEMSHigher chances of miscarriagesGenetic mutations
Why adopt?
INCREASE BIRTH RATEForeign immigrants vs Foreign babiesReduce cultural differences
Why adopt?
MISCONCEPTIONS
LACK OF INFORMATION
Why not adopt?
TARGET GROUP:
COUPLES AGE 25AND ABOVE
PROMOTIONAL STRATEGIES
GOVERNMENTAL SUPPORT
CAMPAIGN:• 4 WEEKS
• MULTIMEDIA PUBLICITY
BLOG: • A PORTAL FOR ADOPTION AGENCIES
• PROVIDES INFORMATION ON ADOPTION
HOW WE START?
BLOG
http://www.babyadvocates.blogspot.com/
FEATURED BABIES OF THE MONTH
ADOPTION STORIES
HUB FOR AGENCIES
UPDATES ON ADOPTION POLICIES
SHOWCASE SHORT FILMS
BLOG
ONE WEEK BEFORE CAMPAIGN LAUNCHES
COVERAGE:
• OUR OBJECTIVES• CAMPAIGN PERIOD
• EVENTS DURING CAMPAIGN• HOTLINE
• BLOG• SPONSORS
• MEDIA INVITATION
PRESS RELEASE
ADVERTISING CHANNELS
ADOPTION FAIR
DOCU/DRAMAS
FILM COMPETITION
CAMPAIGN4 weeks
INCREASE AWARENESS
INSPIRE PROSPECTIVE PARENTS TO MAKE
ENQUIRIES
INCREASE NO. OF ADOPTIONS
CAMPAIGN OBJECTIVES
PSA
•CALL TO ACTION
•VISIT OUR BLOG URL•CALL 1-800-ADOPT
•START 1 MONTH PRIOR TO FAIR
THE ADOPTION OPTION – all children are equally wonderful.
AD COUNCIL QUESTIONNAIRE
CONFESSIONS OF A POTENTIALLY PERFECT PARENT
ADVERTISING CHANNEL
RADIO
1. TOUCHING/HEARTWARMING- C H A N G I N G T H E D I A P E R S- 1 -Y R O L D K I D T RY I N G T O TA K E H I S 1 S T ST E P S
HERO
2. HUMOROUS- A P P E A L T O P O T E N T I A L PA R E N T S W H O F E E L I N A D E Q UAT E
LION
ADVERTISING CHANNEL
TV
• S ITES THAT COUPLES CONTEMPLATING CHILDREN VISIT H TT P S : / / W W W. B A BY B O N U S. G OV. S G / B B SS / H T M L / I N D E X . H T M L
• ON ADOPTION AGENCIES WEBSITES • ON FAMILY WEBSITES
ADVERTISING CHANNEL
ONLINE BANNERS
• SUNTEC
• HUB FOR ALL ADOPTION AGENCIES
• FREE GOODIE BAG
• SEMINAR/WORKSHOPS/PANEL DISCUSSIONS• Foster parents share experiences• Administration side address FAQs & pre-adoption concerns
ADOPTION FAIR5 DAYS
LUCKY DRAW
• 6 LUCKY COUPLES
• 3 ASSIGNED COUNTRIES
• INTERACT WITH THE CHILDREN
• AIR TICKETS & ACCOMODATION SPONSORED
ADOPTION FAIR
DOCU/DRAMAS
Mediacorp
Specific weekly time slot
Promote a positive public perception of adoption
1 hour special
Adopt 2-yr old dwarf from an orphanage
FAKIN’ DA FUNK
Movie
Black couple adopts an Asian baby
Interracial adoption
A PLACE CALLED HOME: AN ADOPTION STORY
Docudrama
Based on a true story
Won many film festival awards
• 1 -3 MIN SHORT FILM• THEME: BENEFIT OF ADOPTION
• ENDORSEMENTS AND SPONSORSHIPS
• 6 NOMINATED FILMS SHOWCASE ON TV CHANNELS
• VIEWERS VOTE FOR BEST FILM• ALL FILMS SHOWCASE ON OUR BLOG
SHORT-FILM CONTEST
THANK YOU!
REFERENCES
http://www.adcouncil.org/default.aspx?id=17http://www.adoptuskids.org/www.adcouncil.org/download.aspx?id=675http://en.wikipedia.org/wiki/Adoptionhttp://www.adcouncil.org/video.asp?cid=17&campaign=Adoption&url=http://adcouncil.wmod.llnwd.net/a540/o1/adcouncil/radio/adoption/adoption_questionnaire.wma&title=Questionnairehttp://www.entertonement.com/clips/gxkzthsxgn--Dad-Voice-Adoption-Adhttp://statutes.agc.gov.sg/non_version/cgi-bin/cgi_retrieve.pl?actno=REVED-4&doctitle=ADOPTION%20OF%20CHILDREN%20ACT%0A&date=latest&method=part&sl=1
Zimbardo, P.G., Johnson, R.L., & McCann, V. (2009). Psychology: Core concepts (6th ed.). United States of America: Pearson.