PARENTS WANTED IN THE CZECH REPUBLIC by Fleishman Hillard for J&T Charitable Fund

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Czech Republic
Agency Fleishman Hillard
Released December 2012

Credits & Description

Category: Direct response broadcast: TV, radio & infomercials
Account Manager: Eliska Roubickova (Fleishman-Hillard)
Associate Director: Roman Pavlik (Fleishman-Hillard)
Directress: Marie Oktabcova (J&T Charitable Fund)
Chairman Of The Board: Gabrieal Lachoutova (J&T Charitable Fund)
Public Relations Manager: Monika Vesela (J&T Charitable Fund)

Client Brief Or Objective
The topic of children in orphanages and institutions has been taboo in Czech society as 11,000 children – many with emotional disorders, developmental delays and other issues – went without normal life-affirming family structures. Politicians and public considered this normal.J&T Charitable Fund delivered a way out through a campaign that sought to provide a better life for abandoned children by taking them out of institutions and placing them into loving homes with families. Specific goals:- Persuade lawmakers to make sweeping changes in policy to motivate more adults to become foster parents.- Create interest and response among potential foster parents.

As the philanthropic arm of a leading Czech Republic financial institution, the J&T Foundation focuses on the issue of the handicapped, socially weak families and families devoting their lives to foster care. With the needs of disadvantaged individuals and foster families at the fore, the foundation chose to lead the way fostering change in a broken political and social system that would impact thousands of children´s lives. Silence and lack of public awareness and motivation had kept 11,000 abandoned children locked away. J&T Foundation brought out a bullhorn and a creative package of solutions to bring them out.

The campaign´s creative focus was to take this taboo topic out of the shadows and break open public conversation through the most integrated NGO campaign the Czech Republic has ever seen. PARENTS WANTED made direct appeals to lawmakers to change legislation that has leaned heavily toward institutionalizing abandoned children and instead provide greater financial incentives for couples to foster these children in their homes. At the same time, using earned, paid, social and digital media and the influence of Czech celebrities and other influencers throughout, the campaign appealed to adults to become foster parents and provided tools to support them.

The government issued a decree closing orphanages for children under age 3 in the next 2 years. Two crucial laws were approved by Parliament that increased financial support (in monthly payments and pension income) for foster parents. The number of people who are willing to consider foster care increased from very few to 350,000. During the first month of the campaign, television advertising (PSAs) reached 1 million target adults daily, and outdoor reached 1.5 million daily. More than 750 feature articles on the topic were published.