A Preston adoption agency has won a prestigious award for an open and honest campaign to encourage more people to consider adopting.
Caritas Care, who are based in Ashton-on-Ribble, took home silver in the ‘Not for Profit Campaign of the Year’ category at the CIPR Pride Awards for their Dear Adopter initiative.
As part of the campaign, created by PR and marketing specialists Viva, Caritas Care adopters created handwritten letters about their own experiences of the highs and lows of adoption in order to encourage others to consider going through the process.
It’s the third award the campaign has won. Earlier this year the initiative claimed the ‘Charity/Not for Profit’ award at the PR industry’s PRCA Dare Awards, and adopter Fiona Dunn was named ‘Adoption Champion of the Year’ at the National Adoption Week Awards for her blog about life post-adoption.
The campaign, led by Managing Director Tony Garner and supported by the rest of the Viva team, was a huge success and gained national and regional coverage in the media.
The winner was announced by BBC North West Tonight presenter Nina Warhurst at the Principal Hotel in Manchester on Thursday night (2nd November).
Lindsey Duckworth, Marketing and Communications Manager of Caritas Care said: “We’re thrilled to add a third award to our total for Dear Adopter thanks to Viva’s hard work.
“They really understood what we were trying to achieve and came up with a campaign that got to the heart of what it’s really like to be an adopter. The campaign highlighted a real problem and we can already see that it has had an impact.
“We hope that the award will further highlight the need for more people to consider adoption.”
Tony Garner, Managing Director of Viva, said: “This is another fantastic win for Viva and really shows the continued high standard of our work within the charity sector.
“The award galvanises the team and demonstrates that we are up there with the best agencies in the region.
“As a campaign Dear Adopter provides a hugely creative, low budget but high impact solution to the task of recruiting more adopters. One of the hallmarks of our team is to use great ideas to tell our clients’ stories and they put in a lot of effort and hard work to make the campaign a success for Caritas Care.”
Viva has a range of high profile clients including BAE Systems, global hearing health specialists Amplifon, Chorley Group, Coolkit and Cassons.