Media Realtions - Assignment Example

27 March Phase-II: Summary/Outline of Campaign Identification of the Specific Focus of the Campaign:The campaign, known as Virtual Family Program, aims at the welfare of children who are the residents of orphanages. It seeks to provide orphaned children a semblance of family life in their environment rather than merely supporting them with monetary assistance. The program envisages a system whereby willing couples are offered an opportunity to interact with a child and get to know it better. Thus, the couple and child may establish a rapport among them and become acquainted.

However, in the long run, the ultimate aim of the program is to identify the ideal parents for such children so that they can adopt them and provide them a real family life. The campaign thus intends to serve the noble cause of aligning the needs of childless couples to that of orphaned children and fetch the benefits of a rewarding life to both.Overall Strategy and Goals of the Campaign: The traditional adoption programs usually do not offer the prospective parents or children the opportunity to get to know each other well enough.

In such systems, the couple visits any of the orphanages that allow adoption, take a look at the children and decide to adopt one. Thus, while the prospective parents do receive the opportunity to select the child of their liking, the children do not have the option to select the parents they want. On the other hand, the Virtual Family Program offers both the children as well as the couples to interact for a reasonable time and to develop bonding, which will make the adoption more meaningful.

By adopting such a strategy, the campaign will facilitate a forging of a proper emotional relationship among the people involved, which would be advantageous to them in the long run. The main goal of Sweet Home Orphanage is to provide the children a meaningful relationship which is the equivalent of a relationship between biological parents and their children. It also recognizes the importance of providing children with the right environment that will help nurture their psychological as well as cognitive and physical developments in the right direction.

The Message that the Campaign Wants to Communicate: The main message of the campaign is to create awareness that society has a responsibility towards orphaned children not merely in the context of extending monetary support but also in finding them suitable and appropriate homes so that they can grow up within the environment of a family, receiving love and care of parents who can treat them like their own children. The Target Media Representatives: Representatives from all categories of media, including print and electronics will be involved in the campaign.

However, the main focus will be local and state media as most of the couples are likely to come from these segments. However, the campaign will also cover national and international media, wherever possible because we would like to communicate our vision and mission to an international community.Media Tools to be Used for the Campaign: Appropriate media tools, as deemed necessary as the campaign progresses will be used for the purpose of promoting the campaign. Identification and detailed description of the media tools will be undertaken during Phase-III stage.