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Forever Creative Manchester has worked with Adopt North West, a consortium of 22 North West local authorities, since its launch in 2014. During this time we have developed the name, brand identity and website alongside an integrated recruitment campaign featuring TV, radio and digital advertising.

Following the success of the launch and recruitment campaign, we were approached in 2016 to develop a follow up campaign featuring a similar mix of activity to 2014, but with a very different brief. This time the focus was to be specifically on finding parents for the ‘harder to place’ children, who despite the large number of adoptive parents coming forward, are still waiting to find a home.

The members of the Adopt North West consortium all have children who are harder to place for one reason of another. This can be because they are part of a sibling group, they are slightly older or because they have a physical or mental disability. It is also the case that boys tend to take far longer to place than girls.

The new creative we developed features illustrations combined with original photography of children from the harder to place groups and a new TV ad showing the same children at play. The recruitment campaign will also include a radio ad to reinforce the messaging, with a voiceover from one of the stars of the TV ad. The digital advertising campaign is already running across social media platforms and the website, with the TV ad set to run daily on ITV during the months of February and April 2017. The schedule includes a wide range of day time and prime time slots – so look out for it when you’re watching your favourite programme!

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