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We were selected by Blackburn with Darwen Council to develop a new brand for their adoption service following a formal tender process. At the time they had over 34 children awaiting adoption with a large proportion under the age of 2 and were getting very few enquiries from adoptive parents.

The Council were unsure how to address this and what the key message should be, so our first task was to undertake some qualitative research into attitudes and motivations to adopt. The resulting research uncovered a great many misconceptions about adoption in the local area. We found that people thought adoption was reserved for young married couples, only older children would be available to adopt and that the process would be long and arduous.

 Our main aim when creating the Lets Adopt brand was therefore to dispel these myths and communicate that most people probably can adopt and will get support every stop of the way. Several different options for the look and feel of the brand were developed and user tested on consumer groups to ensure the final branding generated the desired response. The resulting brand is fun and colourful with a much more open and user-friendly feel. It has already made a big difference to the adoption service with a dramatic increase in the number of enquiries from adoptive parents.