Informational campaign
Within the framework of EU Project
«Development of integrated
social services for vulnerable
families and children»

General objective of PR campaign:
To reduce general number of children,
placed in internats, family-type children
homes and asylums of Kyiv Oblast by
means of raising awareness of the
community, representatives of local
executive bodies about advantages of
the activity of integrated social services
for vulnerable families and children.

Main tasks of PR campaign:
•Based on the results of research, conducted by
State Institute for *1) to inform population about the activity of
Family and Youth. social services and about the list of social
services that can be provided.
2) to create positive image about social
services.
3) to form positive opinion of citizens, who
can request assistance in social services,
which can act in the rayons/cities/villages of
Kyiv Oblast.

Urgency of the problem:
•Approximately 100 thousands of children in Ukraine were
deprived of the love of parents and family surrounding.
•Internat care is an old-fashioned approach, which causes
deformation of personality and numerous psychological
problems for children, who were reared in internats.
•This is not only the problem of these children, but of all the
Ukrainian society.
•There is a mechanism, which exists now in Ukraine, which
gives a possibility to take care of these children.
•Our future depends on the development of alternative forms
of family care, because the child can be harmoniously
developed only in family environment.

While taking into consideration recommendations and
conclusions, provided by the Institute for Family and Youth
Development:
А) on the 1st stage – regarding elaboration of advertising and
informational materials for the work of integrated social
services.
B) on the 2nd stage – based on the results of research,
connected with issues of assessing effective pilot advertising
species.
Informational and advertising campaign: on the
request of “Every Child” Charity Organisation in Ukraine
and with support of advertising agency the
following produce was elaborated:

Company logo: “Every child needs a family!”
Beneficiaries of the Company: It is planned
that children will eventually benefit from this
informational campaign.
Target audience:
- Families in difficulties
- Environment of families, who find
themselves in difficulties, environment of
families
- Potential foster parents
- Wide community

Media-carriers: publications, video footages,
external advertisement
Geography: Kyiv Oblast, city of Kyiv/Ukraine
Channels of communication:
-distribution of booklets and posters
-placement of big-boards/city lights in the places
of external advertisement
-broadcasting video pieces in local and national
TV channels

Subjects of Public Relations
Campaign:
- Promotion of values of family care
- Foster families
- Families in difficulties and crisis families
- Early intervention, prevention of orphanage,
responsible parenthood
- Reintegration of children-orphans back to the
family
- Children in conflict with the law

Promoting family forms of care
Formats: big-boards, city lights, posters А-1
Promotion of family
Promotion of support services Promotion of
family care + early
services and leaving care services, intervention
care and supervision services services
reintegration of for children in conflict with the
children back to law
the family Format:
Format: video (30")
Format: posters А-2 poster А-2
posters А-2 booklet
leaflets desk calendar
booklets
stickers pocket calendar

Promotion of family forms
of care
general, “core” message for all the
general
campaign
Format: big-board / city-light
Placement:
Place of external advertisement

Promotion of family forms
of care
Format: Poster А-2
Placement:
•Health protection institutions
•Educational institutions
•Railway stations
•Bus stations
•Post offices
•Social protection bodies
•Public utility offices
•Other public places

Promotion of family
support services
Format: Poster А-2
Placement:
•Medical establishments
•Genecology departments
Family development offices in
CSSFCY
•Maternity welfare centers
(places, where family couples,
who don’t have children, solve
their problems)

Promotion of family support social
service
Format:Booklet
Places of distribution:
•Medical institutions
•Genecology departments
•Family planning offices in
CSSFCY
•Maternity welfare centers
(places, where family
couples, who don’t have
children, can solve their
problems)

Promotion of family support service
Format: Stickers
Places of distribution:
•Schools (among the pupils
of elementary schools)
•CSSFCY (will be distributed
by social workers during
actions, informational
campaigns, visits)

Promotion of integrated
social services
Format: Poster А-2
Places of distribution:
•Health protection institutions
•Educational institutions
•Railway stations
•Bus stations
•Post offices
•Social protection bodies
•Public utility offices
•Other public places

Early intervention service
Video, poster, calendar
Format: quarterly wall
calendar

Early intervention service
Format: desk calendar
Format: pocket calendar

Early intervention services
Format: pocket calendar

Early intervention service
leaflet

Early intervention service
leaflet

General “advertising” produce
Diaries, pens, cups
+
“Every Child” logo

Key messages of PR campaign:
1) Comprehensive and consistent character of
informational campaign
А) All the topical trends of informational campaign are combined by
general, “core” message “Every child needs a family!” – this is an
appeal, that contains the content of all the proposed forms of integrated
social services. It attracts attention to the problem and is recognised by
public.
B) One and the same style of the materials on each trend of campaign
Increase the effect of recognisability and consistency.
C) Different forms of informational produce supplement, enhance and
expand the content of each other.
D) Based on different categories of target audience, each trend increases
overall public awareness of every social service
- every material contains information about how to request help in social
services
-every informational material has the place for writing contact information
- phone number, address, where clients can go and ask for help in case of
necessity.

2) Target audience is involved in the development
and implementation of campaign
А) Campaign was adopted with participation of experts and
representatives of the target audience of the project (by means of
conducting thorough interviews and focus groups)
B) In the result, models of informational campaign are easily perceived,
texts and messages are understandable for that part of population, they are
targeted on.
C) It is planned, that after producing pocket calendars and stickers, children
will take part in their distribution. Such a format is very attractive for children,
who attend elementary school, and at the same time it will achieve target
audience – parents in the best possible way.

3) All the messages of campaign are targeted on action
А) PR messages contain direct motivation for active decisive action,
and make the subject for whom the advertisement was targeted to act.
B) When we provide the messages for specific target groups, we
coordinate our actions with project partners and put contact
details of the Centers of Social Services for Family, Youth and Sport
in villages, cities and rayons of Kyiv Oblast in order to receive the
feedback of the clients.