November is National Adoption Month – a month set aside each year to raise awareness about the adoption of over 107,000 children and youth from foster care. Here are a couple of examples of cause marketing partnerships/volunteerism that should impact all of us:
CELEBRITIES TEAM UP WITH JAKKS PACIFIC AND CABBAGE PATCH KIDS TO RAISE FUNDS FOR CHILDREN’S ACTION NETWORK DURING NATIONAL ADOPTION MONTH
Celebrities Al Roker, Steven Tyler, Katherine Heigl, Kristin Chenoweth and Raven-Symone teamed up with JAKKS Pacific and Cabbage Patch Kids to raise funds for Children’s Action Network. Each celebrity was recreated as unique, one-of-a-kind Cabbage Patch Kids that were auctioned on eBay with proceeds benefiting Children’s Action Network (CAN), a national adoption awareness organization dedicated to finding homes for children in the U.S. who are in foster care. CAN uses the power of the entertainment industry to increase awareness of children’s issues and make them a top priority in everyday life.
Through November 17th fans of these celebrities could go to cpkauctionforcharity.com to bid on one-of-a-kind celebrity Cabbage Patch Kids created in the likeness of these famous singers, actors and TV personalities. JAKKS Pacific (a leading designer and marketer of toys and consumer products) worked closely with each celebrity to ensure there one-of-a-kind kid embodied their individual look and personality, i.e. Al Rocker’s signature glasses and tailored suits, Steven Tyler’s mic stand and rocker outfit, etc. Each Celebrity Kid has its own autographed birth certificate. All proceeds of the Steven Tyler, Al Roker, and Raven-Symoné Celebrity ‘Kids will benefit CAN, while Kristin Chenoweth and Katherine Heigl are donating 50 percent of funds to CAN and the other 50 percent to Maddie’s Corner and the Jason Debus Heigl Foundation, respectively.
CASA-COURT APPOINTED SPECIAL ADVOCATES FOR CHILDREN
CASA volunteers are appointed by judges to watch over and advocate for abused and neglected children, to make sure they don’t get lost in the overburdened legal and social service system or languish in inappropriate group or foster homes. Volunteers stay with each case until it is closed and the child is placed in a safe, permanent home. For many abused children, their *CASA volunteer will be the one constant adult presence in their lives. Independent research has demonstrated that children with a CASA volunteer are substantially less likely to spend time in long-term foster care and less likely to reenter care. Here is an example of a CASA cause marketing effort during the month of November:
- Central Louisiana Motorcyclists ride to support National Adoption Month. Motorcycle riders paid $20 to participate and the monies raised were given to CASA. One Motorcyclist said “CASA is the voice for the child in the court and the ears and eyes for the judge.”
CASA volunteers are everyday citizens who have undergone screening and training with their local CASA/GAL program.In 2010, 75,000 CASA and guardian volunteers helped 240,000 abused and neglected children find safe, permanent homes.
The first major effort to promote awareness of the need for adoptive families for children in foster care occurred in Massachusetts in 1976, when Governor Michael Dukakis announced an Adoption Week. The idea grew in popularity and spread nationwide. In 1984, President Reagan proclaimed the first National Adoption Week, and in 1995, under President Clinton, the week was expanded to the entire month of November. Now Every November, a Presidential Proclamation launches activities and celebrations to help build awareness of adoption throughout the nation.
I am hopeful that these cause marketing initiatives and volunteered shared opportunities will inspire you to do what you can to support our children and find them a loving home!
*For Momentum client or previous client.