Crisis Pregnancy Communication Campaign

Background & Introduction The Addoption campaign, ‘add adoption as an option’, has been in existence since 2011. 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. Statistics indicate that although awareness of adoption has increased, adoption numbers are still declining, whilst child abandonment appears to be increasing. A multi-pronged approach is required to ensure that child abandonment is reduced and that adoption increases. 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. The following presentation introduces the new crisis pregnancy campaign developed by Lesoba Difference.

Campaign objectives and deliverables To create more family and community support for young women to: Prevent child abandonment and illegal abortions through education and empowerment. Provide an accessible solution for crisis pregnancy through the option of adoption. To raise awareness of adoption, as an alternative for women experiencing an unplanned pregnancy. 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: 0800 864 658 www.crisispregnancy.org.za / www.unplannedpregnancy.co.za Campaign Deliverables: Print and outdoor communication Flyers/cards for schools, clinics and hospitals Online presence through social media and our website

Insight into Teenage Pregnancy +- 30% of South African teenagers have reported ‘ever having being pregnant’, and most of these pregnancies are unplanned. A range of causes: Sugar daddies (NB reason in the media) Ignorance of birth control Rape Not wanting to use contraceptives Proving one’s womanhood Transactional purposes (survival) 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 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! Currently, communication about teenage and crisis pregnancy: Portrays young women as faceless, disembodied pregnant bellies in school uniforms. There is no acknowledgement of who she is and her context. The perspective of the young teenage girl is usually absent.

Communication Shift Shame & Blame Care & Compassion

Target Audience & Messaging Young Men Pregnant Women (Unplanned) Care and compassion for yourself…you are not alone, we care and you can care too Care and compassion for your partner and future child (Take responsibility) Community Family WE ARE ALL IN THIS TOGETHER Care and compassion for young pregnant women in your community (rather than shaming them) Care and compassion for your daughter by supporting her at this difficult time

The Creative Concept Build on ‘up close and personal ‘ campaign Personal stories based on actual research Build empathy and understanding Focus on community support and cohesion in finding a solution. Proactive and solution driven vs reactive 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 Building partnerships in the child protection community: Schools and teachers – life orientation module Crisis pregnancy organisations and birth mother homes Hospital nurses and social workers 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: An option counselling card that details the options and our contact details/0800 no. The website, which can double as a training/engagement tool SMS campaign/please call me (OKS) Social networking, Facebook, Twitter, Instagram etc. 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? What options do I have? You are not alone 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) Options available to a person experiencing a crisis pregnancy? What you need to consider for each? Who to talk to/contact for each option? Sharing stories woman-to-woman 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