the adoption option
DESCRIPTION
COM255 presentation by Yee Tian, Fan Di and Samantha Loke =)TRANSCRIPT
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YEE TIENFAN DI
SAMANTHA
ADOPTION
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COMPLETE A FAMILY
LOW BIRTH RATE IN SINGAPORE
Why?
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CAREER-MINDED
FINANCIAL PROBLEMS
STRESS
Why do Singaporeans not have children?
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LOWER FERTILITY RATE
HEALTH PROBLEMSHigher chances of miscarriagesGenetic mutations
Why adopt?
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INCREASE BIRTH RATEForeign immigrants vs Foreign babiesReduce cultural differences
Why adopt?
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MISCONCEPTIONS
LACK OF INFORMATION
Why not adopt?
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TARGET GROUP:
COUPLES AGE 25AND ABOVE
PROMOTIONAL STRATEGIES
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GOVERNMENTAL SUPPORT
CAMPAIGN:• 4 WEEKS
• MULTIMEDIA PUBLICITY
BLOG: • A PORTAL FOR ADOPTION AGENCIES
• PROVIDES INFORMATION ON ADOPTION
HOW WE START?
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BLOG
http://www.babyadvocates.blogspot.com/
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FEATURED BABIES OF THE MONTH
ADOPTION STORIES
HUB FOR AGENCIES
UPDATES ON ADOPTION POLICIES
SHOWCASE SHORT FILMS
BLOG
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ONE WEEK BEFORE CAMPAIGN LAUNCHES
COVERAGE:
• OUR OBJECTIVES• CAMPAIGN PERIOD
• EVENTS DURING CAMPAIGN• HOTLINE
• BLOG• SPONSORS
• MEDIA INVITATION
PRESS RELEASE
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ADVERTISING CHANNELS
ADOPTION FAIR
DOCU/DRAMAS
FILM COMPETITION
CAMPAIGN4 weeks
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INCREASE AWARENESS
INSPIRE PROSPECTIVE PARENTS TO MAKE
ENQUIRIES
INCREASE NO. OF ADOPTIONS
CAMPAIGN OBJECTIVES
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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.
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AD COUNCIL QUESTIONNAIRE
CONFESSIONS OF A POTENTIALLY PERFECT PARENT
ADVERTISING CHANNEL
RADIO
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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
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• 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
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• 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
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LUCKY DRAW
• 6 LUCKY COUPLES
• 3 ASSIGNED COUNTRIES
• INTERACT WITH THE CHILDREN
• AIR TICKETS & ACCOMODATION SPONSORED
ADOPTION FAIR
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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
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FAKIN’ DA FUNK
Movie
Black couple adopts an Asian baby
Interracial adoption
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A PLACE CALLED HOME: AN ADOPTION STORY
Docudrama
Based on a true story
Won many film festival awards
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• 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
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THANK YOU!
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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.