Children across the UK are waiting far too long for permanent, loving homes
Our latest campaign, ‘The Long Wait’ brings the experience of waiting children into sharp focus, asking one profound question: How long is too long to wait?
Adoption Focus CEO Anna Sharkey says:
“Across the country, more and more children are waiting for adoptive families, but fewer people are coming forward. There’s an adoption crisis happening quietly in the background of our society, and it’s not being talked about enough. These are children who have already experienced loss, trauma, and instability, and they deserve the chance of a permanent, loving home. We need people from all walks of life - whether single, in a couple, LGBTQ+, or from any background, to know they can make a difference.”
If you'd like to find out more about adoption, please contact us here
At the same time, this campaign addresses a persistent belief that adoption is a long, difficult, and invasive process. Many potential adopters are held back by self-doubt and uncertainty, often thinking, “I’m not going to be enough.”
By shining a light on the emotional reality of waiting children, ‘The Long Wait’ seeks to shift public perception and inspire a new wave of adoptive families. The campaign reinforces our role as a leading voice for adoption in the UK, advocating for every child to find a permanent, loving home.
Taking the Message to the Streets
We're launching 'The Long Wait' with a series of digital van displays and rail station screens across our Central England catchment area. The displays will be visible to thousands of commuters and city-goers in Birmingham, Nottingham, Leicester, Oxford, Reading, Derby, Gloucester, Cheltenham, Northampton, and Coventry.
In addition, we're using digital screens to deliver the campaign’s message across major stations including Birmingham New Street, Nottingham, Leicester, Oxford, Derby, Reading, Northampton, Coventry and Gloucester ensuring wide and varied exposure from daily commuters to occasional travellers.
More and more children are in need of adoptive families. If you're considering adoption, please don't make them wait, get in touch using the form below.