Making adoption louder and prouder than ever before
Harnessing the power of adoption, this campaign set out to recruit new adopters from the LGBTQ+ community; with the focus very much on creating a family for the children. 'A child sees a parent, not a gender' was our chosen headline. The aim was to communicate that a loving family can absolutely change a child's life and that from a child's' perspective, they simply see a parent, regardless of their gender.
Hard-hitting digital and print
To maximise audience reach, we utilised as many media forms as the budget allowed while still aiming at the pre-determined target demographic. We did this by creating a full suite of static and motion digital assets for Facebook, Twitter, Instagram and Google Display - and even a poster and roller banner design!
LGBTQ+ adopter recruitment campaign promotional video
Family, from a different angle
It all started with a road trip. We quite literally went the extra mile to give LGBTQ+ adopters the voice they so rightly deserve for the project. Following our creative art direction, we brought in a gay couple to help demonstrate the real power of LGBTQ+ adoption. The video shoot was purposefully broad and natural to allow the essence of what a family is all about, to shine through.
Editing to celebrate love and inspire solidarity
Under the bonnet of the video is where the real magic lies. By combining a unique and friendly concept, with exceptional cinematography, and a harmonious edit to the visuals, the LGBTQ+ couple could be displayed in an emotive and engaging manner. This led to the creation of personable promotional, teaser and interview videos to inspire prospective LGBTQ+ parents through online media.
Social Media Assets for the LGBTQ+ Campaign