CHANGING LIVES
ADOPT COAST TO COAST
THE STORY
Spread from Sunderland to Cumbria, Adopt Coast To Coast are made up of a number of combined authorities to streamline adoption for people across their footprint. Formed in 2020, their role is to support individuals, couples, families and children through all areas of the adoption process.
THE BRIEF
The brief from Adopt Coast To Coast was a wide ranging one and involved a variety of different types of content that feed into a long running campaign. The core message was to always ensure that the focus of how adoption can change lives remains central to all pieces of content. To begin with, the brief was to create a series of case study films that represent diverse stories of different families who have been through the adoption process. From these hero pieces, alongside various social media elements that were to be created, there was to be a radio and TV advert made - wrapped around the real voices and real stories that the case studies focused upon. We were made aware that there may be significant challenges around anonymity for some of the children as well.
THE SOLUTION
The key with our solution for Adopt Coast To Coast was to ensure that the stories were personal and honest and that the voices were authentic consistently. Likewise, the style of filming had to remain consistent so that all of the films felt like they were from a series and inter-connected. Capturing quality interviews was at the top of our agenda to ensure that the stories were told well by the contributors, as this is a very personal subject. In each case as well, we had to capture B-roll of the people involved. In some cases this required us to be agile to ensure that the children’s’ identities were safeguarded and on other occasions dealing with unpredictable environments and unforeseen challenges. The result was a collection of beautiful case studies that compliment one another consistently with different voices at their heart. From these, we created the TV and radio adverts. One mirrored the other with the same interview elements making up the content for both. However, we took the very best of the B-roll footage for each of the case studies and put it all together to create a beautiful and heart felt advert that is still running today.