Our campaign for Adoption Focus – The Long Wait – has been shortlisted at this year’s PR Moment Awards, recognising the work’s impact on one of the UK’s most pressing yet overlooked social issues.
In 2025, Adoption Focus was facing an escalating crisis. More children were waiting longer than ever for permanent families, yet public understanding of adoption remained clouded by myths, fear and silence. Brandnation was brought in to reframe adoption as a modern, urgent social issue and drive meaningful enquiries in an exceptionally sensitive sector.
The response was The Long Wait: a campaign combining ethical AI-led creativity, authoritative broadcast media and high-impact out-of-home activity to make the cost of delay visible – without compromising safeguarding.
The result was a national conversation. An invisible issue was brought into the open, delivering exceptional reach, deep public trust and, most importantly, real-world impact for the children still waiting for a family to call their own.
Being shortlisted at the PR Moment Awards is a testament to the power of purposeful, carefully crafted communications – and a reminder of why this work matters.
