Digital Campaign of the Week: Adoption UK

The Wall, an animated graphic, helps adoptive parents understand how a traumatised child might develop. But it started life as a training exercise involving bits of paper on the floor

Adoption UK's The Wall
Adoption UK's The Wall

What is it?

The Wall is an animated graphic that explains to parents how a traumatised child's development compares with that of a healthy child, and why adopted children often require different parenting techniques.

It aims to train adoptive parents in how to repair their children's developmental gaps, and to explain these parental challenges to policymakers and social workers.

Why a graphic?

Because it explains complicated ideas in a straightforward way, and is a good starting point for outlining to parents what works and what doesn't.

"The graphic began life as a powerful training exercise for parents on our courses, made up of paper bricks laid out on the floor," says Jonathan Pearce, the charity's chief executive. "Now we're reaching a wider audience, including policymakers, who often don't value and support adoptive parents."

How is it being promoted?

Through the charity's e-newsletters. The charity also sells an interactive version as part of a training package.

How much did it cost?

Less than £1,000. It was designed by a freelance web designer, who worked with the charity's marketing team.

What's next?

"We're doing more to unlock our training knowledge in a way that will help us to campaign," says Pearce. The charity has also made a video with the Media Trust about adoptive children in education, which will stream on its site shortly.

Third Sector's verdict

Clever thinking: a great example of how old media know-how can be adapted and distributed more effectively online.

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