Leading North West agency, Forever Creative has been selected by a consortium of 22 North West Councils to deliver a region-wide adoption recruitment campaign. The win follows a widely publicised tender process in October 2013 followed by a 5 way creative pitch. The resulting campaign involves the creation of a new brand for the group, a website, TV ad, Radio ad and PR campaign.
The North West Regional Adoption project has come into being due to the current shortage of adoptive parents, with over 650 children awaiting adoption across the North West. In order to address this, 22 North West Councils have joined together to form a marketing consortium so that the project can benefit from the pooling of budgets and resources. Their aim is to generate a substantial increase in the number of enquiries and subsequent adoptions through the implementation of a region-wide marketing campaign.
Forever Creative have already undertaken user testing on the new brand identity and advertising campaign. They are now in the process of producing the TV ad and developing the website in preparation for the regional launch in March. The website will be a major step forward for adoption services in the North West, delivering not just information and a means of enquiry but profiles of the children awaiting adoptive families. It will provide a focus for adoption in the North West throughout 2014 and beyond.