A national TV campaign showcasing the positive impact of fostering on children’s lives. The ad campaign featured a montage of connecting scenes across important milestones a child experiences growing up, highlighting the crucial role of foster parents in a child’s life. Revolving supers were used to overlay and reflect each scene, creating an emotional and impactful message.
The target audience for this campaign was adults aged 25-54 who are interested in parenting and family-related issues.
Our creative approach for this campaign was to use a montage of scenes that showed a child growing up with the support and love of their foster parent. We began with a newborn baby being taken into a loving foster home and showed the different milestones the child experiences, such as learning to read, finding comfort with your new family during a thunderstorm and birthday parties at home. Each scene was connected by revolving supers that showcased the important role of foster parents in a child’s life. The campaign also focused on the emotional impact that adopting a child can have on both the child and the foster parent.
The campaign was launched on national television with a 30-second ad spot. Shorter versions of the ad were created for social media and digital channels such as YouTube and Facebook.
By showcasing the positive impact of fostering on a child’s life and highlighting the emotional impact it can have on both the child and the foster parent, the Adopt Change ad campaign successfully achieved its objective of increasing awareness about the importance of fostering children. The campaign’s powerful message connected with audiences on a personal level and inspired them to make a positive impact on a child’s life by becoming foster parents.