The Adoption Option

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

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The Adoption Option

  1. 1. yeetien<br />Fan di<br />samantha<br />ADOPTION<br />
  2. 2. Complete a family <br />Low birth rate in Singapore<br />Why?<br />
  3. 3. Career-minded <br />Financial problems<br />Stress <br />Why do Singaporeans not have children?<br />
  4. 4. Lower fertility rate<br />Health problems<br />Higher chances of miscarriages<br />Genetic mutations<br />Why adopt?<br />
  5. 5. Increase birth rate<br />Foreign immigrants vs Foreign babies<br />Reduce cultural differences<br />Why adopt? <br />
  6. 6. Misconceptions<br />Lack of information<br />Why not adopt?<br />
  7. 7. Target group:<br />Couples age 25<br />and above<br />PROMOTIONAL STRATEGIES<br />
  8. 8. Governmental support<br />campaign:<br /><ul><li> 4 weeks
  9. 9. Multimedia publicity</li></ul>Blog: <br /><ul><li> a portal for adoption agencies
  10. 10. Provides information on adoption</li></ul>HOW WE START?<br />
  11. 11. BLOG<br />http://www.babyadvocates.blogspot.com/<br />
  12. 12. FEATURED BABIES OF THE MONTH<br />ADOPTION STORIES<br />HUB FOR AGENCIES<br />Updates on adoption policies<br />Showcase short films<br />BLOG<br />
  13. 13. ONE WEEK BEFORE CAMPAIGN launches<br />COVERAGE:<br /><ul><li> Our objectives
  14. 14. CAMPAIGN PERIOD
  15. 15. EVENTS DURING CAMPAIGN
  16. 16. Hotline
  17. 17. Blog
  18. 18. sponsors
  19. 19. media Invitation </li></ul>PRESS RELEASE<br />
  20. 20.
  21. 21. CAMPAIGN4 weeks<br />ADVERTISING CHANNELS<br />ADOPTION FAIR<br />DOCU/DRAMAs<br />FILM COMPETITION<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25. CAMPAIGN OBJECTIVES<br />INCREASE AWARENESS<br />INSPIRE PROSPECTIVE PARENTS TO MAKE ENQUIRIES<br />INCREASE NO. OF ADOPTIONS<br />
  26. 26. THE ADOPTION OPTION – all children are equally wonderful.<br />Psa<br /><ul><li>call to action
  27. 27. Visit our Blog url
  28. 28. Call 1-800-adopt
  29. 29. Start 1 month prior to fair</li></li></ul><li>Ad Council Questionnaire<br />CONFESSIONS OF A POTENTIALLY PERFECT PARENT<br />ADVERTISING CHANNELRADIO<br />
  30. 30. Touching/HEARTWARMING<br /> - CHANGING THE DIAPERS<br /> - 1-YR OLD KID TRYING TO TAKE HIS 1ST STEPS<br />HERO<br />HUMOROUS<br />-APPEAL TO potential PARENTS WHO FEEL INADEQUATE<br />lion<br />ADVERTISING CHANNEL TV<br />
  31. 31. <ul><li> sites that couples contemplating children visit</li></ul>https://www.babybonus.gov.sg/bbss/html/index.html<br /><ul><li> On Adoption Agencies websites
  32. 32. On Family websites</li></ul>ADVERTISING CHANNEL ONLINE BANNERS<br />
  33. 33. <ul><li> SUNTEC
  34. 34. HUB FOR ALL ADOPTION AGENCIES
  35. 35. Free goodie bag
  36. 36. SEMINAR/WORKSHOPS/PANEL DISCUSSIONS
  37. 37. Foster parents share experiences
  38. 38. Administration side address FAQs & pre-adoption concerns</li></ul>ADOPTION FAIR5 DAYS<br />
  39. 39.
  40. 40. LUCKY DRAW<br /><ul><li> 6 LUCKY COUPLES
  41. 41. 3 ASSIGNED COUNTRIES
  42. 42. INTERACT WITH THE CHILDREN
  43. 43. AIR TICKETS & ACCOMODATION SPONSORED</li></ul>ADOPTION FAIR<br />
  44. 44. DOCU/DRAMAS<br />Mediacorp<br />Specific weekly time slot <br />Promote a positive public perception of adoption<br />1 hour special<br />Adopt 2-yr old dwarf from an orphanage<br />
  45. 45. FAKIN’ DA FUNK<br />Movie<br />Black couple adopts an Asian baby<br />Interracial adoption<br />
  46. 46. A PLACE CALLED HOME: AN ADOPTION STORY<br />Docudrama<br />Based on a true story<br />Won many film festival awards<br />
  47. 47. <ul><li> 1-3 MIN SHORT FILM
  48. 48. THEME: Benefit OF ADOPTION
  49. 49. Endorsements and Sponsorships
  50. 50. 6 NOMINATED FILMS SHOWCASE ON tv CHANNELS
  51. 51. VIEWERS VOTE FOR BEST FILM
  52. 52. ALL FILMS SHOWCASE ON OUR BLOG</li></ul>SHORT-FILM CONTEST<br />
  53. 53. THANK YOU!<br />
  54. 54. REFERENCES<br />http://www.adcouncil.org/default.aspx?id=17<br />http://www.adoptuskids.org/<br />www.adcouncil.org/download.aspx?id=675<br />http://en.wikipedia.org/wiki/Adoption<br />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<br />http://www.entertonement.com/clips/gxkzthsxgn--Dad-Voice-Adoption-Ad<br />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<br />Zimbardo, P.G., Johnson, R.L., & McCann, V. (2009). Psychology: Core concepts (6th ed.). United States of America: Pearson.<br />

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