This campaign, entitled “What do our kids have to do to get your attention?”, aims to challenge misperceptions in the community and to raise positive awareness that adoption builds families, as all children deserve a loving, permanent and stable family to call their own.
Mother's Choice chose November for Adoption Awareness Month based on National Adoption Month in the United States, which has been celebrated every November for the past 30 years.
Alia Eyres, CEO of Mother’s Choice, noted that there are many misperceptions about adoption in the community and it wants the campaign to create an open dialogue about adoption to address these myths head-on.
“Families come in all shapes and sizes, and they should be defined by love and commitment, not only by blood,” Eyres said. Adoption gives children a chance to love and be loved, and it changes the destiny of a child––it gives them an identity, a sense of belonging, a last name and a home.”
Mother’s Choice, founded in 1987, offers four services: Pregnant Girls Services, Child Care Home, Adoption Services and Foster Care Services.
Ogilvy & Mather developed the campaign, with the message that every child is special in their own way, and that their full potential is unleashed in the secure, supportive environment of a family. The media agency is GroupM's Maxus.
The components of this campaign include TV commercials, print ads and a microsite. The microsite delivers real adoption stories, common adoption myths, and information on how to get involved.
Mother’s Choice has also organised a series of activities around Adoption Awareness Month to encourage community involvement, such as hosting a Child Development Conference, publishing three adoption-related books and producing positive adoption language postcards.
Campaign Asia-Pacific, in association with GroupM and Omnicom Media Group, will host the second annual Media360Asia Charity Dinner to aid Mother's Choice on 19 February, 2014. The first-annual dinner, in February 2013, raised more than US$40,000.