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The Adoption Option
 

The Adoption Option

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COM255 presentation by Yee Tian, Fan Di and Samantha Loke =)

COM255 presentation by Yee Tian, Fan Di and Samantha Loke =)

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  • YEE TIEN
  • Usually results in having a children at a later time or not at all completely.If she takes time off now to have a baby, she said, her career will suffer."In Singapore, when you are older, job opportunities are not really there for you," she said as her husband, sitting next to her, nodded. "When you hit your late thirties, it's more difficult. Your demand is not there anymore."Singaporeans are so focused on work that they have less sex than people in other countries and therefore fewer babies, said Victor Goh, an obstetrician and fertility expert at National University Hospital who conducted a study on sexual habits in 2002.http://www.amren.com/mtnews/archives/2004/09/with_birthrate.php
  • These are actually problems caused by modern day society, stress + pollution + unhealthy lifestyle = bad health.
  • Some may feel that the adopted child is not your own child but I would like to clarify that adoption is just an alternative to those who are unable to conceive and by no means are we trying to replace the natural process of giving birth with adoption.
  • Fan Di: We will raise the public awareness of the Adoption Option through a series of promotional strategies. But first of all, let me define our target group. We are targeting at couples aged 25 years and above. So they can be couples that the wife doesn’t want to give birth, who has reached the age of high-risk pregnancy, around 35 years old, or couples who cannot conceive, or they can even be couples who already have their own children.Why is there an age restriction of 25 years old and above is because it is a requirement according to the Singapore Adoption of Children Act, it’s only under special circumstances can the adoption applicant be younger. Although singles can adopt children in Singapore, we choose to target at couples because it is also part of our objectives to encourage the formation of complete families.
  • FAN DI: We will seek the support from MCYS, the Ministry of Community Development, Youth and Sports and if possible, we also hope to get sponsorship from the Ministry.We will have a 4 weeks campaign and we are going to publicize through multimedia channels during that period. There will be public service announcements on radio and TV, online banners and editorials and so on.However, the most important communicating channel for our promotion is our blog. It is a portal for local adoption agencies and it provides comprehensive information on adoption. And unlike the campaign which will only last for 4 weeks, our blog will be there permanently.
  • FAN DI
  • Our blog is a one-stop site that provides all relevant information on adoption in Singapore. Besides being informative, our blog is also visually appealing and entertaining. Every month, we will feature a few babies available for adoption, it’s similar to Cleo magazine’s bachelor of the month, this monthly feature will also update potential foster parents on the new babies.We will gather available local and overseas adoption stories and post them on our blog. We will also contact local foster parents through the various adoption agencies and encourage them to share their adoption stories and to offer advices. Through reading these firsthand accounts, potential foster parents could get a clearer idea of how will it be like to adopt a child.Our blog will also be a hub for all local adoption agencies. We managed to find 23 adoption agencies that are located in Singapore, however we found out only 4 agencies have their websites. The rest only have their addresses and telephone numbers available on directories like Yellow Page and Street Directory. The lack of information online can be very inconvenient for potential foster parents. Therefore, we will let the adoption agencies to put up their information on our blog if they do not have their own websites. Those agencies with websites can have their urls linked to our blog.We will also update on changes in local adoption policies on the blog. One example will be changes made to the Adoption Leave scheme by MCYS in 2005, which allows adoptive mothers to take the leave earlier.Lastly, as part of our campaign, our blog will showcase some short films on adoption. And I will further elaborate this further towards the end of the presentation.
  • Give out to Sph and mediacorp
  • SAMANTHAOur Campaign Promotional Strategy is based on a past PSA campaign that was conducted by Ad Council in 2003.It was a collaborative project with AdoptUsKIDS organization to help children in the foster care system find permanent loving homes.Differences between THEIR campaign and OURS:THEIRS OURSChildren of all ages Babies below 3Within US Across national boundaries Rationale for Babies below 3: Adopting older children presents other parenting issues. Some children from foster care have histories of maltreatment, such as physical and psychological neglect, physical abuse, and sexual abuse, are at risk of developing psychiatric problems.Such children are at risk of developing a disorganized attachment. Studies by Cicchetti et al. (1990, 1995) found that 80% of abused and maltreated infants in their sample exhibited disorganized attachment styles. Disorganized attachment is associated with a number of developmental problems, including dissociative symptoms, as well as depressive, anxiety, and acting-out symptoms. Since this is the first adoption campaign in Singapore (assumed to be rather conservative and traditional compared to the U.S), we do not want to risk these kind of problems yet. Moreover, most people have difficulty remembering events that happened before their 3rd birthday, a phenomenon called childhood amnesia (stated in my psychology tb – Psychology-Core concepts; author: Zimbardo, Johnson, McCann). So adopting a child below 3 will allow for greater bonding since young between the foster parents and the adoptee as well as it will be faster for the child to adapt to the new environment. Rationale for across national boundaries:Singapore Population too small to provide a big enough adoption pool.This is in line with the govt.’s effort to bring in foreign talent. These kids will grow up with the Singapore culture – much better cos less discrimination!
  • SAMANTHA
  • POSTER
  • POSTER
  • POSTER
  • SAMANTHAObjectives of our Campaign:Increase awareness of adoptionInspire prospective parents to make enquiries about adoption through calling our hotlineIncrease number of adoptions of both local and foreign babiesWe believe these (at least the first 2 objectives) will be met. This is because according to an Ad Council tracking survey of the general public in Spring 2005, one-quarter of all adults recalled seeing or hearing at least one of the campaign’s TV or radio PSAs. Significantly, those with recall of the campaign were more likely to say they were “very” or “somewhat” interested in adopting a child from foster care (33% of those who were ad-aware versus 20% of those who were not).
  • SAMANTHAM.G. and her husband are parents of a six-year-old girl. They always wanted more children, but after two miscarriages, they despaired. One day recently, her daughter said, “Mommy, you don’t need to have another baby. There’s a number on TV that you can call to find children who need families.” M.G. replied, “Honey, let’s get that number!” They did get the number, they promptly called, and after speaking to us, they are excitedly planning the next steps. M.G. credited her daughter with their breakthrough and reported, “We decided we’re going to adopt as a family; all three of us are in this together.”That shows the importance of advertising and the call-to action technique. The PSAs direct prospective parents to visit our blog website and call the toll-free number 1-800-ADOPT.
  • SAMANTHAWe are targeting young couples who drive because we assume that they have the financial means to start a family. So, the PSAs will be on the radio and they will also publicize our campaign starting 1 month prior to the Adoption Fair.That was an example of how we could target older couples perhaps in their late 30s who are not so in touch with young children’s technology.
  • SAMANTHATouching scenes of new parents trying to take care of a baby (putting the diapers, etc.) or a young child (the 1 year old kid trying taking his first steps and the parents cheering him on) Ad Council came up with a touching scene saying “You don’t have to be a hero to be hero.” [Basketball ad]Humorous scenes that appeal to parents feeling that they can’t take good care of a child.Ad Council e.g. “There are thousands of kids in foster care who would love to put up with you.” [Restaurant ad/Lion ad]http://www.youdonthavetobeperfect.com/media.php#resources
  • SAMANTHAOn popular sites that young couples contemplating children would like to visit (E.g. https://www.babybonus.gov.sg/bbss/html/index.html)On Adoption Agencies websitesOn Family websites
  • SAM5 daysSuntec City: being at CBD area where most PMEBs work.Hub for all adoption agenciesSeminar inviting foster parents to talk about their experience (we will request adoption agencies to help contact for willing foster parents) Workshops and Panel Discussions to address FAQs and pre-adoption concernsFree Bag with our tagline, logo, blog’s URL and hotline for the visitors to put in all their pamphlets collected at the adoption agencies.
  • SAMLocally, this is possible. But right now, there’s not enough publicity. So that’s our main job – to bridge the people who are offering adoption services with interested potential parents. Moreover, the price is so expensive to attend one of these workshops ($30/$50) but at the adoption fair we organise, it will definitely be much cheaper.
  • SAMLucky draw: couples who are interested to adopt children can participate in our lucky draw. Winners will travel to one of the three assigned countries (eg. Thailand, Indonesia, India, China) to take a look at the children for adoption. Air tickets and accommodation will be sponsored. A total of 6 lucky couples will get to go over and see the babies, interact with them. There will be 2 couples selected for each country.
  • SAMSome are movies, others are documentaries. Still others are docudramas.We plant to enlist the cooperation of Mediacorp to book a specific time slot each week to air these shows for the period of the campaign. Dwarf Adoption Story:Meet Tina and David King, parents of a little family on the verge of growing bigger. 8-year old daughter Raegan will soon have a new brother as her parents travel to Albania to adopt Ryan, a 2 year-old dwarf from a Mother Teresa orphanage. Join the Kings on their highly emotional journey to expand their family.
  • FAKIN’ DA FUNKReverend and Mrs Lee apply to adopt a child and are matched with an Asian baby. The Lees, who are black, are surprised, but accept the baby Julian as their own. Julian is soon joined by a younger brother - the Lee's biological son Perry. Growing up as the rare Asian in a mostly-black Atlanta neighborhood is uneventful for Julian. The preacher's son resembles his father in miniature and is well-accepted by the community. When Reverend Lee dies suddenly of a heart attack, the family moves to Los Angeles. There, Julian finds his 'blackness', previously taken for granted, questioned by other black youth who do not know of his adoptee status and assume he is a wannabe. Perry is embarrased by his brother's unique status and rifts appear in the relationship between the once close siblings... but love and family triumphs in the end.
  • Despite the high level of interest, the pursuit of an adoption is not without obstacles. Many adults who would like to adopt, often do not fit the traditional criteria required for an adoption. Those that do, need to attend extensive parenting workshops and adoption training at local adoption agencies to even qualify. A Place Called Home: An Adoption story is the heartwarming documentary of one family's struggle to adopt nine children in the face of overwhelming odds. Five years in the making and told from the perspective of their eldest son, A Place Called Home is a documentary filled with the joy and pain that can often accompany the adoption process. After reading a Mother's Day newspaper article, Baby Boomers Tom and Jean Gaunt (of Indianapolis, Indiana) decided to wave goodbye to there four year-old empty nest and attempt the second largest sibling group adoption in United States history.
  • FAN DI:Encourage further exploration into the benefits of adoption, we will have a 1-3 min short film contest, the short film has to illustrate some good things about adopting a child. SponsorshipsSingapore film commissionMedia Development AuthorityEndorsementsSingapore International Film festivalsingapore film societyThe contest will be announced on the first day of our campaign and will be closed on the third week.We will have an internal panel of judges who will nominate 6 films to be showcased on local TC channels on the last week of campaign. Viewers will vote for the best film via our online voting system. Through the creative and artistic expression of the filmmakers, benefits of adoption will leave a deep impressionALL FILMS SHOWCASE ON OUR BLOG

The Adoption Option The Adoption Option Presentation Transcript

  • yeetien
    Fan 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 problems
    Higher chances of miscarriages
    Genetic mutations
    Why adopt?
  • Increase birth rate
    Foreign immigrants vs Foreign babies
    Reduce cultural differences
    Why adopt?
  • Misconceptions
    Lack of information
    Why not adopt?
  • Target group:
    Couples age 25
    and 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
  • CAMPAIGN4 weeks
    ADVERTISING CHANNELS
    ADOPTION FAIR
    DOCU/DRAMAs
    FILM COMPETITION
  • CAMPAIGN OBJECTIVES
    INCREASE AWARENESS
    INSPIRE PROSPECTIVE PARENTS TO MAKE ENQUIRIES
    INCREASE NO. OF ADOPTIONS
  • THE ADOPTION OPTION – all children are equally wonderful.
    Psa
    • call to action
    • Visit our Blog url
    • Call 1-800-adopt
    • Start 1 month prior to fair
  • Ad Council Questionnaire
    CONFESSIONS OF A POTENTIALLY PERFECT PARENT
    ADVERTISING CHANNELRADIO
  • Touching/HEARTWARMING
    - CHANGING THE DIAPERS
    - 1-YR OLD KID TRYING TO TAKE HIS 1ST STEPS
    HERO
    HUMOROUS
    -APPEAL TO potential PARENTS WHO FEEL INADEQUATE
    lion
    ADVERTISING CHANNEL TV
    • sites that couples contemplating children visit
    https://www.babybonus.gov.sg/bbss/html/index.html
    • 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=17
    http://www.adoptuskids.org/
    www.adcouncil.org/download.aspx?id=675
    http://en.wikipedia.org/wiki/Adoption
    http://www.adcouncil.org/video.asp?cid=17&campaign=Adoption&url=http://adcouncil.wmod.llnwd.net/a540/o1/adcouncil/radio/adoption/adoption_questionnaire.wma&title=Questionnaire
    http://www.entertonement.com/clips/gxkzthsxgn--Dad-Voice-Adoption-Ad
    http://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.