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. These insights have informed the development of interventions to test with volunteers in the USA, the UK and Australia.
The insights will also be used to support ongoing work with volunteer and travel organisations through the ReThink Orphanages initiative to encourage them to remove orphanage volunteering and orphanage tours from their products. In 2017, two global volunteering organisations – Projects Abroad and World Challenge – and tour operator Intrepid have made this landmark move. For more information, please contact campaign manager Justine.firstname.lastname@example.org