COMMUNICATION STRATEGY FOR NON GOVERNMENTAL ORGANIZATIONS ON CHILD ADOPTION; A CASE STUDY OF ORPHANAGE HOMES IN LAGOS STATE
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BACKGROUND OF THE STUDY
The emergence of non-governmental organizations (NGOs) in recent times has motivated many researchers to investigate and explain NGOs' growing prominence as bodies charged with organizing and managing all aspects of humanitarian services existing within the social structures at both local and international level. According to Lewis (2017), NGOs are private, self-governing organizations that strive to improve the quality of life of disadvantaged people on a non-profit basis and are motivated by a commitment to common goals. Bebbington and Hickey et al. (2008) argue that NGOs are classified according to their generations and levels of activity. As a result, non-governmental organizations (NGOs) are classified into four generations based on their ideological convictions. The four generations are: welfare alleviation, community development, sustainable development, and the people's movement. Given the current global political and economic complexities brought on by technological advancements, particularly in communications, fourth generation NGOs such as orphanage homes are projected to educate the public about the importance of child adoption in the context of the increasing number of orphans and vulnerable children.
Adoption, according to Nwaoga (2013), is the legal transfer of all parental rights that a biological parent has to a child, as well as the adoption of all of the bio parents' parental rights, including the obligation to the child's care and supervision, nurturing and training, and physical and mental well-being. According to Ishizawa and Kubo (2013), the United Nations Convention on the Rights of the Child (1989) recognizes adoption as one of the forms of alternative care for children who cannot stay with their families. Adoption is also a way to stop child abuse, including child trafficking, as well as to help adopted children get a good education and avoid being placed in institutions.According to Eke and Obu et al. (2014), the factors that necessitate child adoption range from childlessness to attempts to replace a dead child, acquire a companion for an only child, stabilize a marriage, legitimate an illegitimate child, maintain a particular line of descent, rescue a child in an irreversible situation of abandonment, or relieve parents who are unable to care for their child.
Surprisingly, in the last decade, international adoption has come under scrutiny, with the number of children placed for adoption declining. According to Bokaie & Farajkhoda et al. (2012), this is because many countries are beginning to impose stringent restrictions and rigorous procedures on child adoption. To support this, Avidime and Ameh (2013) argue that one of the primary pressures accumulating against the child human rights mantle is the allegation that certain religious and cultural traditions view child adoption as contradictory, denying adopted children's heritage rights, among other cruel behaviors. In Nigeria, however, where a kid is regarded as a source of social security for parents, every family wants to have a child. Unfortunately, in situations of infertility or a wish for a male kid to carry on the family name, any medical treatment, both orthodox and traditional, may be employed to resolve the problem (Dimkpa 2010). As a result, orphanage homes need to learn how to talk to people in order to convince people to adopt a child.
Conceptually, communication is defined by Obregon & Tufte (2017) as the act of sending and comprehending information between two or more people. Because the flow of information up and down the organizational hierarchy affects organizational efficiency, decision-making, and morale, communication is a crucial part of the organizational process. As a result, today's businesses see a strong communication strategy as the foundation. According to Servaes (2018), communication strategies are common in the business sector, where they are used as part of an organizational strategy to explain how to connect with various groups of people. This is because a single organization may have numerous strategies for different categories of people, such as clients, investors, competitors, or employees, but some firms construct an internal communication strategy for communicating within the company and to prospective clients. According to Adler, Rodman and Cropley (2014), these strategies are used to determine what information to deliver to customers or investors, as well as how that information should be presented.
Concerning non-governmental organizations' roles in management of orphanages and homes for vulnerable children, When organizing communications operations, businesses must devise and implement effective advertising techniques in order to engage potential adopters. This is based on the idea that good communication at each touch point may help potential adopters go from skepticism to a solid decision about child adoption. According to Wilberforce (2019), advertising and editorial content through mass media such as TV shows, radio shows, books, newspaper and magazine articles, and films are frequently the communication touch points at this time for NGO's if they must communicate with their audience.
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