Lambeth council are launching a radical advertising campaign during National Adoption Awareness Week (November 5th – 11th) aimed at doubling the number of children in the borough who are adopted.
The campaign will involve TV and newspaper adverts along with a documentary. The powerful TV commercial illustrates the impact of adoption by telling the story of an adopted child who becomes Britain’s first black Prime Minister, played by former Prime Suspect and Red Dwarf star, Fraser James.
The 15 minute documentary film features interviews with parents who have adopted children from Lambeth as well as former X-Factor contestant Ashley John-Baptiste, who experienced care and foster homes as a child.
Approximately 20 children are adopted annually in the borough; the aim of the campaign is to double this number to 40 children a year. There are approximately 500 children in care in Lambeth, 80% of whom are of mixed or black parentage. 3000 children are adopted across the country annually.
Councillor Rachel Heywood, Cabinet member for Children and Families, said: “The documentary and TV adverts we are launching tell a moving and powerful tale of the difference that adoption can make to a child’s life. They give real insight into what adoption means for children and its positive impact on their lives.
‘We believe every child deserves the right to grow up in a loving and secure family home, helping them to fulfil their potential. We’re confident this campaign will move us closer to our ambitious target of doubling the number of children who are adopted every year in Lambeth.”
Lambeth’s commercial advertising on adoption will air on OHTV during National Adoption Awareness Week and can also be watched online at www.futurehistorycampaign.com.
Lambeth is also holding a National Adoption Week event at Lambeth town hall in Brixton on Tuesday, November 6 from 6.30pm to 8pm. The event will give people the chance to speak directly to adoption professionals and to meet parents who have successfully adopted children.
In September this year Lambeth’s adoption service became one of seven in England to be rated as “outstanding” by the inspections body Ofsted. The council was also been rated as “outstanding” in a report by Ofsted and the Care Quality Commission on its safeguarding and looked-after children’s services.