Our brief was to develop a brand and digitally focused campaign that encouraged people to
consider adoption. The key target audience were females aged 30-45; the typical decision
makers in the process.
We undertook detailed research, full design development, content creation, film production
and digital development to deliver a visual theme across all materials that was
sympathetic to both the subject matter and the audience.
The core of the campaign focused around short films which told the stories of real people
and their experiences with the process of adoption. This helped to dispel the negative
myths around adoption and educate potential adopters. The content was delivered through
both a desktop site and a responsive mobile version.
Olympic Gold Medalist Jamie Baulch and TV Presenter Anna Ryder-Richardson fronted the
campaign, both being adopted. This gave an additional PR angle from which to work and
attracted television coverage for the launch.
After the launch at the Welsh Assembly the website achieved a fantastic response and we
received feedback that it directly influenced two couples to push forward with adoption
plans. One of those, a same sex couple, are a month away from introducing siblings into
We have then continued to manage the campaign through SEO Link building and blog writing
and holding regular reporting sessions with the client to feed back statistics and future
plans from both sides.