Adopt Change invites Aussies to share a bedtime story for the 15,000 Aussie children waiting for theirs – part of a new campaign via Special Group

Special Group has worked with Adopt Change, the charity founded by Deborra-lee Furness to raise awareness about the shocking facts around adoption in Australia since 2014 when the agency partnered with the charity to re-name and brand the organisation.

Adoption statistics in Australia are alarming. There are currently 15,000 Australian children who have been in out of home care for over two years and are not living with relatives or kin. Last year, only 203 children in Australia were adopted.

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LISTEN TO JACKIE FRENCH STORY

Says Jane Hunt, CEO, Adopt Change: “We are calling on the state and federal governments to put the rights of vulnerable, at risk children, first, with a simple message of, ‘change the process, change the facts’.”

Says Cade Heyde, managing partner at Special Group: “The campaign taps into the special moment most children share with their parents before bed and asks Australians to share 15,000 bedtime stories – one for every vulnerable child who doesn’t have a permanent family or someone to read to them tonight, or tomorrow, or the next night…”

Says Pim Van Nunen, the creative director behind the campaign: “From the moment you hear that big number of 15,000 you can’t stop thinking about those children day and night. It affected the entire team on this project. With a small amount of effort a monumental difference may be possible for these children. Accelerating the fulfillment of a basic human need, belonging.”

The campaign runs across TV, social media, PR and includes 15,000 mini books featuring well-loved fairy tales being distributed to key influencers and major public events over Australia.

In its first 72 hours it has received support from an impressive list of high profile celebrities including Cate Blanchett, Hugh Jackman, Naomi Watts, Fitzy and Wippa, Rove McManus, Hamish and Andy, Joel Madden and singer Kate Cebrano. Jackie French has also authored a short story.

People are asked to support the campaign by recording a short video or taking a photo and sharing it via social media using the hashtags, #15000stories, #adoptchange.

Client: Adopt Change

PR: Sammway