Florida puts family face on adoption campaign

TALLAHASSEE, FL: Florida recently kicked off a new phase of Governor Charlie Crist's Explore Adoption campaign, which focuses on the benefits of adoption. Ron Sachs Communications, which previously worked with Florida on a hurricane survival campaign, is aiding the effort.

TALLAHASSEE, FL: Florida recently kicked off a new phase of Governor Charlie Crist's Explore Adoption campaign, which focuses on the benefits of adoption. Ron Sachs Communications, which previously worked with Florida on a hurricane survival campaign, is aiding the effort.

 

This month, the campaign, which debuted in May, added TV and radio spots encouraging families to adopt teenagers, sibling groups, and kids with disabilities. The spots were simultaneously posted online on YouTube and the campaign's Web site.

 

The message of the Explore Adoption campaign focuses on the benefits to the families, including introducing an older child to an empty-nest house, or adopting a child who shares interests with the family.

 

It partnered with several professional associations to spread the message, such as the Florida Nurses Association, as nurses are often more comfortable adopting a child with special needs.

 

"We're creating a campaign that has grassroots, earned media, paid media, and social networking aspects to it," said Michelle Ubben, COO of Ron Sachs.

 

For media outreach, the PR team is connecting reporters to local families who have adopted. It also worked to get special coverage around both Mother's and Father's Day. Online components include a presence on Facebook and MySpace, in addition to its Web site.

 

The campaign is scheduled to run through the end of the year, with Ubben hopeful that funding will come through to give the campaign a longer life. Already, she said, the statewide hotline about for adoption saw a record level of calls during May and June.

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