Adopt North West – a collaboration between 22 of the region’s local authorities – has just launched a major new adoption recruitment campaign as part of the first ever North West Adoption Week.
The core message – ‘you can adopt’ – focuses on busting the myths around adoption. A TV, radio and online advertising campaign, which is running this week, aims to overcome common misconceptions which mean that some people - incorrectly - rule themselves out of becoming adoptive parents.
The campaign will highlight that it’s possible to adopt regardless of whether you’re single, over 50, already have biological children, gay, in full-time employment, a religious believer or whether or not you own your own home.
Adopt North West has been created to help to find ‘forever families’ for all the 623 children currently awaiting adoption in the region, and hopes to get adults thinking about adopting a child or children.
The campaign has the backing of Crewe MP Edward Timpson, the minister for children and families, who has two adopted younger brothers and whose parents have fostered nearly 90 children over the past 30 years.
Welcoming the initiative, he said: "With 6,000 children waiting to be adopted right now we want people from all walks of life to think about whether they could provide happy and stable homes. Adopt North West is doing fantastic work to encourage more people in the North West to consider adoption, making a real difference to these vulnerable children’s lives.
"We’re overhauling adoption, to make it swifter and more effective and robust. We are also making it much easier for adopters - launching the First4Adoptioninfoline (0300 222 0022) and the Adoption Passport which provides all the information and advice they need in one place, as well as introducing a new £19.3 million support fund to help parents access specialist services.”
Adopt North West has also received the backing of some of the region’s favourite famous faces, including DJ Clint Boon, comedian Justin Moorhouse and Ellie Leach (who plays Coronation Street’s Faye Windass). Each celebrity has volunteered their time to appear in a short video that helps bust the most common adoption myths, which can be viewed online at www.adoptnorthwest.co.uk
Launching the campaign in the borough, Cheshire East Council’s Cabinet member for children and families, Councillor Rachel Bailey said: “Adoption gives people the chance to not only change their own life, but to transform a child’s life too. The campaign is all about encouraging people to look at adoption in those terms and to increase their understanding of what is involved.”
Tony Crane, Cheshire East Council’s director of children’s services added: “There are many misconceptions people have about adoption and whether or not they are eligible. If you feel passionately that all children deserve a ‘forever family’ then seriously consider adoption and use the website to find out more.”
To find out more or to register for more information, visit: www.adoptnorthwest.co.uk, call 0333 400 1230 or text Adopt to 83118.