The Love You Give campaign has been developed by the Better Care Network, with support from its partner organisations working through a coalition called ReThink Orphanages. The cross-sectoral coalition is working to end the popular practice of orphanage volunteering and channel efforts towards programmes designed to prevent family separation.
This insight-driven behaviour change campaign called 'The Love You Give' is targeted at young (18-22-year old) gap year travelers and short-term missionaries. The campaign’s development has been informed by research carried out among gap year travelers and short-term missionaries in the UK and US. Behaviour change theory will be applied to evaluating the effectiveness of the campaign.
The National Social Marketing Centre (NSMC) (thensmc.com) was appointed as a research partner to gain a better understanding of the motivations, drivers and decision-making process of orphanage volunteers in the USA and the UK.