Transcript Document

Crisis Pregnancy
Communication
Campaign
Background & Introduction
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The Addoption campaign, ‘add adoption as an option’, has been in existence
since 2011.
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The focus has been on creating positive awareness for the option of adoption, in
the “Imagine Being Love” campaign, and making adoption more accessible,
through their “Up close and personal Adoption Stories” campaign.
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Statistics indicate that although awareness of adoption has increased, adoption
numbers are still declining, whilst child abandonment appears to be increasing.
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A multi-pronged approach is required to ensure that child abandonment is
reduced and that adoption increases.
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This will include lobbying of government and social institutions, community
engagement and the development of an unplanned pregnancy campaign to
support our ‘personal stories’ campaign.
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The following presentation introduces the new crisis pregnancy campaign
developed by Lesoba Difference.
Campaign objectives and deliverables
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To create more family and community support for young women to:
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Prevent child abandonment and illegal abortions through education and empowerment.
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Provide an accessible solution for crisis pregnancy through the option of adoption.
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To raise awareness of adoption, as an alternative for women experiencing an
unplanned pregnancy.
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To direct women experiencing an unplanned pregnancy, their partners, their
parents and their communities to our website and call centre for more
information and support:
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0800 864 658
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www.crisispregnancy.org.za / www.unplannedpregnancy.co.za
Campaign Deliverables:
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Print and outdoor communication
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Flyers/cards for schools, clinics and hospitals
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Online presence through social media and our website
Insight into Teenage Pregnancy
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+- 30% of South African teenagers have reported ‘ever having being pregnant’,
and most of these pregnancies are unplanned.
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A range of causes:
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Sugar daddies (NB reason in the media)
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Ignorance of birth control
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Rape
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Not wanting to use contraceptives
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Proving one’s womanhood
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Transactional purposes (survival)
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Healthcare workers & nurses (Refusal to provide birth control solutions to these young
women due to their traditional views on sexuality)
Education is of critical importance in the prevention of teenage pregnancies, and
that these young women feel that there is a role for them in their society, over
and above motherhood.
(Motleno et al. 1986:59,60).
Current campaign
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There are no current communication campaigns focussing on teenage
pregnancy or crisis pregnancy in SA, the primary source of communication is the
media:
SA Communication on Teenage and Crisis Pregnancy
International campaigns focus on shaming and blaming
Or shock value which has little real impact
Changing the tone of communication is critical!
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Currently, communication about teenage and crisis pregnancy:
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Portrays young women as faceless, disembodied pregnant bellies in school uniforms.
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There is no acknowledgement of who she is and her context.
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The perspective of the young teenage girl is usually absent.
Communication Shift
Shame &
Blame
Care &
Compassion
Target Audience & Messaging
Care and
compassion for
your partner and
future child
(Take responsibility)
Young
Men
Pregnant
Women
(Unplanned)
Care and
compassion for
yourself…you
are not alone, we
care and you can
care too
WE ARE ALL IN THIS
TOGETHER
Care and
compassion for
young pregnant
women in your
community (rather
than shaming them)
Community
Family
Care and
compassion for
your daughter by
supporting her at
this difficult time
The Creative Concept
1. Build on ‘up close and personal ‘ campaign
2. Personal stories based on actual research
3. Build empathy and understanding
4. Focus on community support and cohesion in finding a solution.
5. Proactive and solution driven vs reactive
6. No reference to adoption or the National Adoption Coalition, but similar look and
feel to communication
From addoption to choosing to care
Support tools – the website
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Building partnerships in the child protection community:
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Schools and teachers – life orientation module
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Crisis pregnancy organisations and birth mother homes
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Hospital nurses and social workers
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Police officers and community leaders
This will be done primarily through an engagement programme, however, it will
be important to have communication tools to assist us with this:
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An option counselling card that details the options and our contact details/0800 no.
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The website, which can double as a training/engagement tool
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SMS campaign/please call me (OKS)
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Social networking, Facebook, Twitter, Instagram etc.
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Linking into existing crisis pregnancy initiatives e.g. DSD
www.crisispregnancy.org.za (& www.unplannedpregnancy.co.za)
Are you experiencing a crisis pregnancy?
Am I pregnant
& how did it
happen?
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Clear and concise information
on how conception takes place.
Advice on pregnancy
confirmation.
Birth control alternatives and
who to contact for more info
(Clinics & Social Workers)
What options
do I have?
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Options available to a
person experiencing a
crisis pregnancy?
What you need to
consider for each?
Who to talk to/contact for
each option?
You are not
alone
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Sharing stories woman-towoman about crisis pregnancy.
How to speak to your family.
Frequently asked questions.
Pregnancy support
Database of mother homes,
support groups, clinics etc.
See http://www.standupgirl.com/ as a sample website
Thank you