Compliance, Governance, Membership Feedback by Sue Krawitz.

Compliance, Governance, Membership

Feedback by Sue Krawitz

Communication and ResearchFeedback by Pam Wilson

“ ADDOPTION” IS THE COMMUNICATION AND MARKETING ARM OF THE NATIONAL ADOPTION COALITION….”ADDOPTION” IS THE CONSISTENT LOGO USED ACROSS ALL THE ADVERISING CAMPAIGNS, WEBSITE AND ADOPTION ASSISTANCE LINE.

Adoption Option = Addoption Adding to Adoption= Addoption

OBJECTIVES OF “ADDOPTION” CAMPAIGNS

• To help spread awareness of adoption across all communities• To break down cultural barriers • To increase the numbers prospective adopters coming forward

to adopt• The campaigns so far have had specific themes

Achievements

• A Consistent and ongoing Advertising campaign over the past 4

years

• A viable adoption website (2011 )www.adoption.org

• An Adoption call centre (2011 )

• 3 National Conferences (2011, 2012 , 2014 )

• 2 Successful Media Events( 2013 , 2014 )

• The Development of a Community Engagement Programme

• Community Engagement Roadshows in all provinces

WEBSITE AND ADOPTION ASSISTANCE LINE

• The adoption website continues to get regular hits and many of the new applicants to our various agencies come directly from the website. The website is also linked to the National Adoption Coalition website.

• The website is a always a work in progress as it needs to be constantly developed, updated and expanded as the need arises.

• Adoption Assistance Line. Thanks must go to O Keeffe and Swartz for hosting this call line for the past 3 years. Due to a decrease in the number of calls per month during 2014 , O’Keeffe and Swartz felt it was no longer viable for them to keep two full time people employed for our adoption line.

• At present, Jo’burg Child Welfare, Impilo and Abba adoption are rotating the call line between them but long term, a way forward needs to be found

24 Hour National Assistance Centre

BUILDING AWARENESS OF ADOPTION IN 2011

THE “IMAGINE BEING LOVE” CAMPAIGN

•Aim was to spread awareness of adoption generally•Campaign ran over most of 2011 into 2012•Print media•TV advert•Street pole advertising

BUILDING AWARENESS IN 2011

• Campaign valued at R20million in pro-bono services and sponsored media

• Website ranked no 1 on Google search for adoption, with over 500 0000 hits

• Call centre fielded in excess of 1000 adoption related queries in 6 months

“ UP CLOSE AND PERSONAL” CAMPAIGN 2012-2013

• This campaign focused on the personal stories of adoption• Covered same race adoption• Transrace adoption• Adoption by same sex couples• Adoption of Special Needs children (HIV +)• Campaign included print adverts, TV advert and Radio Advert• The hanging heart theme in different colours became part of

the campaigns.

2014 CAMPAIGN

• No new advertising theme developed during 2014

• Using existing “Up Close and Personal Campaign” during 2014

• which is still very relevant .

• Mediology has continued to negotiate on our behalf for

space in print, radio and TV

• At least 2 million Rand this year, so far, has been spent on pro

bono advertising.

• Prime Media have been at the forefront of offering advertising space

• Radio Stations include Radio 702, Radio Highveld, KFM, Cape Talk

• TV exposure has included mainly MNET stations eg Mzanzi Magic, Vuzu, M Stars, M Premiere .

Media Events

• Successful Media Launch in May 2014

• Focus of launch was on Dee Blackie’s recent research on

Abandonment

• 12 journalists attended

• Gave rise to +/_ 35 interviews on TV, radio and print on various

aspects of the research

• Media hype kept going for at least three months after the event.

• Research was closely linked to the National Adoption Coalition

2015 CAMPAIGN

• The goal for 2015 is to focus on developing our new Crisis

Pregnancy Campaign “ Choose to Care Campaign “

• Felt it was important to separate the Crisis Pregnancy Campaign

from the Adoption Campaign.

• Campaign is in an advanced stage of development

• Presentation on this exciting new campaign tomorrow.

SOCIAL MEDIA

• Apart from Facebook, the Development of an effective social

media

campaign has not really got going

• An area to concentrate on during 2015

• Its very definitely the “way to go “ as part of any outreach

campaign

We need to ask ourselves the following questions going forward

• Most of the action around planning advertising strategy has

been based in Johannesburg

• How do the Provincial coalitions feel about the campaign ?

• Do we feel that this campaign has a far enough reach ?

• Is it relevant ?

• Are we reaching the right target market ?

What are the Challenges for 2015

• We need to ask ourselves whether the millions of Rand spent on pro bono

advertising has achieved the desired goal of raising awareness of

adoption in “all communities“? How are we assessing the reach of this

advertising ?

• Focus on trying to get SABC to give us airtime ….increase reach

• More focus on Community Radio Stations

• Has all the various advertising translated into more adopters approaching

our agencies? Are we tracking where we get our referrals from ?

WHAT WE DO KNOW FOR SURE (OPRAH WINFREY )

• For the first time in SOUTH AFRICA , ADOPTION is VISIBLE !

• ADOPTION is receiving EXPOSURE in all branches of the MEDIA

• We have a PROFFESIONALLY RUN,CONSISTENT ADVERTISING CAMPAIGN

• We have COMMITTED and SUPPORTIVE PARTNERS

• Its been a truly amazing experience for a group of social workers

to work so closely with partners in the advertising, media,

marketing and branding world and to see their genuine interest

and commitment.

• Having a consistent, ongoing, national awareness campaign was

something adoption social workers had always wished for but

had never achieved.

PARTNERS TO THANK • Annemie Frank• Lesoba Difference• Mediology• Dee Blackie• Teresa Settas Communications• O’Keeffe & Swartz• Old Shanghai Firecracker Company• Saachi & Saachi• The Department of Social Development

This could have just been another “once off “ campaign where

interested people in the community are driven to “do

something” for a cause they are interested in.

Its difficult for people doing pro bono work to stay committed or

even interested if there is nothing “in it for them “

But here we are here 4 years later and those same partners are

still with us and have constantly re assured us that they are in

for the long haul.

Thank You

Lobbying and LegislationFeedback by Katinka Pieterse

Portfolio Objectives

Represent NACSA and PACSA at

Child Protection Forum

Consultation and

advocacy

Political Lobbying

Initiate/undertake Legal Action-

if needed

Coordination of policy input

Focus AreasDecline in the number

of Adoptions registered 2012/13- 13/14Declined by 250

Grey Areas:

Adoption FeesMonitoring of service providersAccreditationPolicy and guidelines

Poor inter -sectorial collaboration:

Justice, Home Affairs, Health

Delays: From 30Sec 239Adoption Registration

Process overview – adoption Potential delays

Potential delays

Potential delays

Way forward

PartnershipConsistency

and uniform

approach

Strategic engagement

Funding

Training and Engagement

•Adoption training and engagement program•Other training opportunities

Feedback by Katinka Pieterse

Adoption training and engagement programs and opportunities

• National Road Show to 8 Provinces.

• Train the Trainer

• Partner engagement and rolling out of program

• Monitoring and evaluation

• Other training opportunities

Provincial Coalitions Feedback by Katinka Pieterse & Rene Ferreira

Kaart – provinces – Coalitions esthablisehed – wc, ec, mpu, northw, gauteng: Tsh, great J, KZN,

Kort: Limpo, Freestate, nC

Established Provincial Coalitions

Road shows

Provincial Coordinators & Toolkit

• Coordinators & Toolkit - Province Name E-Mail

Greater Johannesburg/Gauteng Joan Nathanson [email protected]

Greater Johannesburg/Gauteng Zoe Cohen [email protected]

Greater Johannesburg/Gauteng Shereen Patel [email protected]

Tshwane/Gauteng Ferreira, Rene [email protected]

KZN Shepstone, Robyn [email protected]

KZN Jagivan, Jasu [email protected]

Western Cape Fick, Tilda [email protected]

Western Cape le Roux, Sunette [email protected]

Eastern Cape van Zyl, Linda [email protected]

North West Province Mamabolo, Mosibudi [email protected]