The effects of advertising on homefinding : a study of the effects of advertising and public relations on potential adoption and foster care applicants

Abstract

This study investigates the effects of public relations and advertising on potential adoption and foster care applicants. This is an individual thesis written by a member of the 1969 class of the Maritime School of Social Work. This study was carried out by means of an adoption and foster care promotional project planned and executed with the permission and cooperation of the three child welfare agencies in the Halifax-Dartmouth area. The results of the ten week “Home Finding Project” were used as data in determining the effectiveness of advertising and public relations on potential adoption and foster care applicants. The number of intakes was compared to the regular flow of intakes received by the three agencies involved during the same time period. The adoption intakes were also compared to the 1967 intakes received during the same time period as the Project. It was found that after the ten week project period 73 respondents had expressed the desire to initiate home study procedures with a view of placement. Comparison showed that the “Home Finding Project” was responsible for a 63% increase in adoption and foster care applications during the ten week period, and an 80% increase in adoption applications over the 1967 intakes during the same time period. Recommendations were made concerning the value of the methods used in this Project along with criticisms and observations of its planning and execution.