Sharing adopters’ experiences, the write way
Caritas Care wanted to dispel adoption myths and encourage more adopters to come forward.
Tasked with increasing website traffic by 150% over 12 months and adoption enquiries by 25% across the same period, we created a campaign that told the truth about adoption from the perspective of families who’d been through the process.
In an age of instant messaging we knew handwritten letters still had real impact, and created the Dear Adopter campaign – candidly written letters looking at different aspects of adopting, from fears about the application process to LGBT adoption and single parent adopters.
We worked with adopters to put their letters together, asking each to reflect honestly on their experiences. The letters were posted on the Caritas Care website and social media, each accompanied by an expert’s perspective.
To support online activity we fielded case studies to the press and handed out our LGBT letter at Manchester Pride with the help of Hollyoaks actor Ross Adams, our campaign ambassador.
Recording audio of each letter being read and creating brief text based videos around them gave our content an extra lease of life and an emotional pull which really resonated with prospective carers.