Fort Wayne, Ind - Floyd & Floyd and Partners Advertising and Public Relations has announced that the Canadian Parliament has commended its infant-adoption-awareness ad campaign. Called Adoption in Canada, it launched recently in Toronto and other markets. The campaign also recently won a Summit Award for creative excellence.
"The Adoption in Canada campaign helps to raise awareness of infant adoption in Canada," says Minister of Parliament Maurice Vellacott, who sits on the Human Resources Parliamentary Committee. "The campaign promotes respect for adoptive families, adoptees and especially, birth parents, recognizing that all have a unique and important role in strengthening Canadian families and communities."
The Adoption in Canada media campaign is a nationwide project targeted specifically to women aged 18 to 29 years who are facing an unforeseen pregnancy and who may never have been told about adoption and what it means today. The campaign is the result of exhaustive research, including interviews with numerous birth parents, adoptive families and adoptees as well as those who work in adoption-related fields.
The result is an ad campaign designed by those who understand the issue. It includes a comprehensive website < www.adoptionincanada.ca > for birth parents with information, links to support groups, a toll-free helpline, and video testimonials from those whose lives have been touched by adoption. The website is a valuable learning tool for those facing unforeseen pregnancies who might not otherwise consider adoption.
"Our research showed that few women consider placement because they are unaware of open adoption, which allows a birth mother to pick the adoptive parents for her child and stay in contact, if she chooses," said Bob Floyd, president of Floyd and Partners. "The campaign is an attempt to raise awareness of those options."
This central finding of the research became the basis for the campaign. The print ad and billboard, for example, feature a quote from a birth mother. The headline reads, "I wanted my baby to have a mom and a dad," and is paired with a scene at a beach with two adoptive parents, who are on an outing with their adopted child. The ad copy explains open adoption and invites her to find out more. The idea is to create the possibility of a happy point in the future when the birth mother's aspirations for her child have come to fruition.
"The concept was universally well received by our birth mothers," said Floyd. "Above all these women told us that they wanted to be a good mother, which for them means placing their children with the right parents."
The campaign is expected to run over the next two years in English-speaking Canada.
Floyd & Partners is passionate about developing our partners' brands. Our job is to conceive ideas that communicate the character and personality of those brands. We then craft messages to bring those ideas together into a comprehensive communications program that may include: brand analysis, market research, advertising, design, collateral, public relations, media, sales training, the Internet or just about anything else we can dream up. Putting all these together into a coherent whole is what we call Brand Locomotion.