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Families for Children Adoption, 10 Myths to Adoption campaign – Direct Mail illustrations

Families for Children Adoption
Advertising campaign for 10 Myths to adoption

So who can adopt a child?

This is a question that according to research, is a commonly asked question by many people considering adopting a child.

From the Families for Children Adoption research, it appears that there is a natural assumption that it was difficult to adopt a child based on common and old misconceptions. Therefore Families for Children Adoption, based in Busfastleigh, Devon wanted to dispel these views to aid their adopter recruitment takeup.

  • Direct mail design
  • Email marketing
  • Illustrations
  • Facebook advertising design
  • Twitter Advertising design
  • Remarketing advert design
Families for Children Adoption, 10 Myths to Adoption campaign – Direct Mail front
Families for Children Adoption, 10 Myths to Adoption campaign – Remarketing advert
Families for Children Adoption, 10 Myths to Adoption campaign – Remarketing adverts

The Project

Families for Children Adoption charity wanted to create a direct mail, email marketing and social media awareness advertising campaign that would help raise awareness of routes to adoption.

Both the direct mail and the social media adverts would need to be eye-catching to help engage the target audience, but not be too wordy. Short, succinct messages and simple imagery would ensure that the collateral would is read in as little time as possible.

Families for Children Adoption, 10 Myths to Adoption campaign – Email Marketing
Families for Children Adoption, 10 Myths to Adoption campaign – Twitter Advert
Families for Children Adoption, 10 Myths to Adoption campaign – Facebook Advert

Our Solution

For the both the direct mail piece and social media image campaign, we decided to base the promotion around ten of the most common misconception myths. Our research suggested that more people engage with quick lists of information that interest them. To compliment each of the ten facts, we created a graphical image to represent each point, along with a particular pastel colour. This ensured that each piece of collateral was not only informative, buy eye-catching.

We created the direct mail piece with a strong campaign headline to the cover, using the Families for Children already established corporate colours. The same colour scheme is utilised for the back of the direct mail piece, along with a clear call to action.

The inside of the direct mail item is broken into ten equal segments, each highlighting one of the common myths and then dispelling them. Each segment featured a clear heading, body text, a simple illustration and a particular colour. The overall effect was very colourful and engaging.

For each of the ten myths for the social images, we based these on the collateral already designed for the direct mail. Each myth was sized correctly for both Twitter and Facebook channels. These were then sent to the client for distribution.

The direct mail piece was distributed to potential adopters across the South West of England, in the run up to National Adoption Week. Whereas, the social media campaign images were circulated one a week for seven weeks in a row, in the run up to National Adoption Week, with the remaining three images posted during the National Adoption Week period.

The email marketing campaign was set-up using MailChimp and incorporated many of the assets used in the social media nd direct mail collateral. The aim of the email e-shot was to lead people directly to a specific page on the Families for Children Adoption website. This is where they would be able to read further information and make an enquiry if they wished.

The result was an increase in enquiries for Families for Children Adoption.

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