Informational campaignInformational campaign

Within the framework of EU Project

««DevelopmentDevelopment of integratedof integratedsocial services for vulnerable social services for vulnerable

families and childrenfamilies and children»»

General objective of PR campaignGeneral 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.

*1) to inform population about the activity of 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.

Main tasks of PR campaignMain tasks of PR campaign::

•Based on the results of research, conducted by

State Institute for

Family and Youth.

Urgency of the problemUrgency 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 carePromoting family forms of care

Promotion of Promotion of family care family care

services and services and reintegration of reintegration of children back to children back to

the familythe family

Formats: big-boards, city lights, posters А-1

Format: posters А-2

bookletsstickers

Promotion of family Promotion of family support servicessupport services

++leaving care services,leaving care services,

care and supervision services care and supervision services for children in conflict with the for children in conflict with the

lawlaw

Promotion of Promotion of early early

intervention intervention servicesservices

Format: posters А-2

leaflets

Format: video (30") poster А-2

bookletdesk calendar

pocket calendar

Promotion of family forms Promotion of family forms of careof care

generalgeneral, “core” message for all the campaign

Format: big-board / city-light

Placement:

Place of external advertisement

Promotion of family forms Promotion of family forms of careof 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 Promotion of family support servicessupport 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)

Format:Booklet

Promotion of family support social Promotion of family support social serviceservice

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 servicePromotion 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 Promotion of integrated social servicessocial 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 serviceEarly intervention serviceVideoVideo, , posterposter, , calendarcalendar

Format: quarterly wall calendar

Early intervention serviceEarly intervention service

Format: desk calendar

Format: pocket calendar

Early intervention servicesEarly intervention services

Format: pocket calendar

Early intervention serviceEarly intervention serviceleafletleaflet

Early intervention serviceEarly intervention serviceleafletleaflet

GeneralGeneral “ “advertising” produceadvertising” produce

Diaries, pens, cups

+“Every Child” logo

Key messages of PR campaignKey messages of PR campaign::

1) Comprehensive and consistent character of informational campaignА) 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.