Challenging misconceptions around adoption


A communications campaign designed to challenge misconceptions around who is eligible to adopt and encourage prospective adopters from a wide range of backgrounds. The campaign needed to connect all local authorities and agency partners across Wales with one overarching message and emphasise that ‘there is no such thing as a perfect adopter’.


Brighter Comms devised an ‘Adopting Attitudes’ digital photography exhibition, where a range of adopters – including same sex couples, older and single adopters – and adoptees told their stories through imagery. A campaign microsite was developed where people could read the full stories hinted at in the pictures.

The exhibition launched at the Senedd to drive political engagement. To achieve pan-Wales bilingual media coverage, we used survey findings on widely held misconceptions to create a compelling news hook for the adoption issue. This was communicated through thought leadership essay pieces, letters to editors, diary markers and case study-led press releases. The campaign was underpinned by a clear social media strategy to further spread the message.


Effective political engagement: Attendance from 30% of Assembly Members, who also engaged online, and follow-up meetings secured with key political targets.

Pan-Wales media coverage: including ITV Wales Tonight,
The Western Mail, BBC Wales Today, Radio Cymru and BBC Radio Wales.

Strong social media engagement: Campaign microsite outperformed other regional pages on NAW site. Link clicked 250 times through social sites, with 130 unique uses of #adoptingattitudes on exhibition day.

Changing adoption perceptions: An increase from 0% to 3% of people very likely to consider adopting in Wales. In UK, Wales now has the lowest percentage of people who believe being over 40 is a barrier to adopting.

Increase in enquiries: BAAF Cymru saw a 580% increase and Adoption UK saw a 600% increase in adoption enquiries in the three weeks following the campaign launch. As a result there has been a 60% increase in people going through the adoption application process.

“Brighter Comms far exceeded our expectations in all areas; we achieved a remarkable amount of media coverage leading up to the ‘Adopting Attitudes’ exhibition, which itself was brilliantly executed and has left us with invaluable resource.” Ann Bell, Adoption UK