ADOPTING TOGETHER TVC 2020
Imagine Where You Could Take Them. An inspirational, heart-warming TV campaign for Adopting Together which focussed on the positivity in adoption.
Creative - Design - Copywriting - Illustration
The Adopting Together TV advert can be viewed here.
The Brief
The St.Davids Children Society 'Adopting Together' programme works primarily with children who have been waiting the longest to be adopted; the aim of this campaign was to put the idea of adopting into the minds of the target audience and find these children homes.
Through research, we found the target audience to be people who were open to adoption but hadn't yet taken it further. Our campaign needed to speak to them in a way in which they weren't used to - avoiding the sad, guilt laden tone of voice you traditionally see, we opted for a positive, heart warming and aspirational concept.
The Idea
Using positivity as our key driver and moving away from the traditional guilt inducing communications, we focused on creating a concept which would inspire our audience, who we called 'passive considerers', and motivate them to move to the next stage of adoption.
Our idea was playful, positive and invited the audience to put themselves in our characters shoes. Using the tagline, 'Imagine Where You Could Take Them', our campaign visualised the positive impact their parenting could have on a child. Using on screen illustrative overlays, we visualise the child's playful imagination which comes alive and appears when triggered by the positive adoptive parent,
The Successes
The campaign resulted in St.David's Children's Society's busiest enquiry period in 6 years
86% of target audience agreed the advert was appealing
2166% increase in clicks to the website
The Illustrations
Three scenarios, or imagination scapes, were created for this campaign, to allow variation and avoid repetition across formats, each with their own illustration asset board.
I created one using a space adventure theme, one was based on being a jungle explorer and the other was themed around being a circus entertainer!
Adopting Together Brochure
Adopting Together Social Media
