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.