1. Crisis Pregnancy Communication Campaign

2. 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.

3. 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: /
Campaign Deliverables:
Print and outdoor communication
Flyers/cards for schools, clinics and hospitals
Online presence through social media and our website

4. 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).

5. 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:

6. SA Communication on Teenage and Crisis Pregnancy

7. International campaigns focus on shaming and blaming

8. Or shock value which has little real impact

9. 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.

10. Communication Shift
Shame &
Blame
Care &
Compassion

11. 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

12. 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

13. From addoption to choosing to care

18. 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

19. 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 as a sample website

20. Thank you