ENGAGING SOCIAL ADVERTISING TO THE PROBLEM OF OVERCOMING ORPHANHOOD

Abstract

Abstract. The aim of the article is to outline the possibilities of social advertising on the problem of overcoming orphanhood through the promotion of the establishment and maintenance of the FTO. The research methods allowed to do the following: systematization, comparison - to find out the current state and dynamics of the establishment and functioning of the FTO in the Rivne region; comparative analysis, designing - to identify the opportunities and directions of social advertising’s meaningful design for the popularization of the FTO. There are four forms of family placement of orphans and children deprived of parental care in Ukraine: adoption, tutelage (care), foster families, family-type orphanages (FTO). The combined social and pedagogical influence of the FTO is revealed in the creation of optimal conditions of family life, a full family environment for the orphan child. According to the Department of Children's Affairs of Rivne Regional State Administration, almost 96% of the orphans have been covered in the family forms of education and almost 65 thousand from of 71.5 thousand orphans were under tutelage in Ukraine by the end of 2018. However, a significant proportion of the orphans from the FTO, from foster families and outside of them, remain without proper care both in the Rivne region and in Ukraine because of a variety of reasons: the political, social economic crisis in the state; low welfare of most citizens; high unemployment rate; commercialization of children's leisure, etc. Legislative conditions for ensuring the financing of social services development in communities are also needed for the purpose of social support of the FTO. There were more than 30 FTO in Rivne region at the beginning of 2019, while there are1039 inUkraine (7,000 children are covered). The ratio of FTO and foster families in the Rivne region is 1: 2 (while in the Volyn region it is 1:4, inthe Zhytomyr region it is 1: 5). At present, the Rivne region has the lowest quantitative indicators for the formation of FTO and foster families in the northern region of Ukraine, but FTO remains the most popular form of family care there. It has been established that social advertising as a form of social reflection contributes to solving social problems, social support of the population, increases the level of culture and acts as a factor in the development of civil society. Social advertising aims not only at attracting attention to the problem, but also provides possible solutions and calls for their practical implementation. By the content, social advertising can promote the model of behavior, informing about the rights, guarantees and possibilities of social protection of certain categories of the population. Accordingly, depending on the purpose of the release, there are such kinds of advertising as a fashion, stimulating, advertising of stability. The specific purpose of social advertising is popularization and support of the FTO and it will be appropriate to offer image advertising in creating a convincing image of the FTO in a distinct, symbolic form, which will provide information about the benefits of the FTO to orphans and children deprived of parental care. Stimulating advertising is used to promote special lines of assistance, in our case, it will be public and social assistance to the parents who are still thinking about creation of FTO or foster family or are looking for the solutions to the urgent problems of their FTO. Advertising of stability consolidates the obtained results, it can be statistical data on the current state of the existence of FTO in the Rivne region in comparison with other regions of Ukraine. Thus, social services can use social advertising of the FTO at different stages of its organization and in different content areas to provide information about the current state of the functioning of the FTO at the local level.