LGBTQ+ recruitment campaign for child adoption charity.

Families for Children

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  • Digital Marketing
  • Film & Media
  • Organic Social Media
  • Video & Photography
  • GENDER
    awareness
  • +32%
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  • +21%
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  • 100%
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Project overview

Giving LGBTQ+ adopters a voice with a family-first recruitment campaign.

Families for Children were looking for a unique concept to help them launch their exciting new LGBTQ+ campaign. We relished the challenge and proposed a promotional video and campaign concept around the idea that 'a child sees a parent, not a gender'.

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Harnessing the power of family, this campaign set out to recruit new adopters from the LGBTQ+ community; with the focus being on creating a loving family. 'A child sees a parent, not a gender' helped to place emphasis on family being the key factor in changing a child's life.

Social media & print assets

Fluid 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, X, Instagram and Google Display - and even a poster and roller banner design!
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LGBTQ+ adopter video campaign

Family from a different perspective.

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 invited a gay couple that adopted to help communicate the family focus of LGBTQ+ adoption. The video shoot was purposefully broad and natural, to allow the essence of what true family is all about to shine through.

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Final Cut video in-house editing

Editing to celebrate love and inspire solidarity.

Editing is essential to convey our message as clearly as possible, catered to the medium used. Social media, overview videos, and interviews all require different criteria. By harmoniously editing and showcasing the exceptional cinematography taken, the LGBTQ+ couple were able to be naturally emotive and engaging. This led on to the creation of promotional, teaser and interview videos to inspire prospective LGBTQ+ parents through online media.

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"From White Space's initial concept through to the filming and final edit, this was such an exciting and inspirational project to work on. White Space perfectly captured the essence of the campaign in promoting LGBTQ+ adoption and in being able to bring to life the sometimes challenging journey in becoming adoptive parents. Thank you guys!"
Families for Children
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The results

Reframing opinions on LGBTQ+ adoption.

The overall reaction and feedback to the campaign was extremely positive, with a huge influx of enquiries and engagement on social media. Colour plays such an integral role in pride too, so it was only right we incorporated it into the design. Check out the interview video below.

Consent Management Platform by Real Cookie Banner