ADOPTION STORIES
Dispelling myths around adoption to increase registration numbers
The Background
Adoption is full of misconceptions. You can’t be single and adopt. You need to earn loads of money. It’s harder if you’re gay. You have to have a massive house. For the most part, these statements are incorrect. In year one, our goal was to dispel the myths.
The Idea
Through an ongoing national and regional campaign, we told the story of eight different adopted families, all with a unique makeup. From single adopters to preferential adopters, and gay parents to adopters of children with disabilities, so whoever ended up on our website, we knew they would see themselves represented.
We had to balance what a wonderful thing adoption is with the reality that it isn’t always easy. We decided on a multichannel, content lead approach, split into phases across the year.
Phase One
Our hero content featured poetry written by adoptee, Joy Carter, telling the stories of all the families she met.
Adoption campaigns are usually done on a regional basis, this was the first time the individual agencies had come together on a national campaign.
Phase Two
Telling the stories of each of the families within our hero content.
We had a landing page for all web, social and earned traffic, so people could find stories that resonated with them, no matter what kind of potential adopter they were.
Phase Three
Launching our podcast to go even deeper.
Adoption is complex. We wanted our families to really tell their stories, the highs, the lows, and for potential adopters to be incredibly well informed before they registered. Our podcast allowed us to do that.