From focus groups and insight, common reasons people give for not considering adopting the above children include babies/toddlers ‘come with less problems’ or ‘feel more their own’ and girls are ‘easier to parent’.
However, what was clear is that when you adopt it’s less about choosing a child, what adopters are longing for are the moments spent together – days out, days in, laughing until you cry, crying until you laugh.
#ChooseFamily put the focus on family and how opening your mind to a child regardless of age, gender, background etc. could help you achieve a family sooner.
Praised for its honesty, authenticity, and sincerity, the campaign was rooted firmly in the experiences of adopters and adopted young people.
From a child adopted at the age of 7 who wore goggles every day until the straps perished and a child who didn’t respond well to change to a child who’d never eaten a meal together at the table – the narrative of our creative is based on stories shared with us.