NATIONAL ADOPTION SOCIETY

Campaign for the National Adoption Society (NAS) focusing on subverting the negative stereotypes around adoption and trying to create awareness for it.

Research shows that parents-to-be don't consider adoption to be a 'real' option and it's on the decline versus a dramatic increase of children in care. By using celebrities that are adopted and showing what they have achieved, this will subvert the common stereotype of 'adopted children are broken' and persuade more people to adopt.