Adoption charity campaign wins major PR award

A campaign run by Midlands-based adoption charity and Chamber member Adoption Focus and Brandnation has won a major PR award.

'The Long Wait', which highlights the increasing length of time children wait to be adopted, won the award for Not for Profit Campaign of the Year at The PRmoment Awards - North.

Adoption Focus and integrated creative marketing and communications agency Brandnation, who created this campaign, were presented with the award at a ceremony at Manchester Hall on 30 April.

Jo Lee, director of business development at Adoption Focus said: "We're thrilled that 'The Long Wait' has been recognised at the PRmoment Awards.

“The campaign conveys a powerful and vital message about the current crisis in adoption, that across the country more and more children are waiting for adoptive families, but fewer people are coming forward to adopt.

“Huge congratulations and many thanks to everyone involved in the success of 'The Long Wait', including colleagues at Adoption Focus, and the amazing team at Brandnation for their creative vision."

The central component of 'The Long Wait' is a short film which uses AI technology to age children by 18 months to illustrate the average time it takes to find an adoptive family for a child.

It brings the experience of waiting children into sharp focus, asking one profound question: How long is too long to wait?

At the same time, the campaign addresses a persistent belief that adoption is a long, difficult, and invasive process, with many potential adopters held back by self-doubt and uncertainty.

For more information about ‘The Long Wait’, or to find out about children waiting to be adopted, visit the Adoption Focus website.

Pictured from left to right: Jo Lee, director of business development at Adoption Focus and with Jeremy Page, global brand and strategy director at Brandnation