Adoption is often misunderstood—surrounded by stigma, outdated narratives, and silence. Adoption is More. is a province-wide campaign created to change that.
In partnership with Adoption Options, we set out to communicate that adoption is a viable, supported option for birth and expectant parents facing unplanned or unintended pregnancies—or considering adoption for a child already in their care. Our goal was to share real stories, promote positive language, and offer clarity, support, and hope.

What We Did

Strategy & Storytelling
We grounded the campaign in lived experience—sharing real, unfiltered interviews with birth mothers who chose adoption. Their stories became the emotional and educational backbone of the campaign, helping others see the strength, love, and long-term outcomes adoption can bring.

Visual Identity & Messaging
We developed a warm, approachable brand identity and voice—one that would resonate with families, reduce stigma, and reinforce the message: you are not alone, and you are supported.

Billboards & Bus Shelters
We brought these powerful stories into public spaces across Alberta—turning bus stops and billboards into platforms for empathy, education, and awareness.

Radio Spots
We expanded reach through radio—crafting emotionally resonant spots voiced by real birth mothers. Each ad offered a personal perspective on adoption, designed to connect deeply and break through with warmth, honesty, and strength.

Digital & Social Content
To extend the message online, we created digital assets and social storytelling that invited conversation, encouraged support-seeking, and offered tools for expectant parents considering adoption.

The Impact
Love, Placed. redefined what adoption can look and feel like. It gave voice to birth parents, dispelled myths, and created a space where adoption could be seen as a brave, loving, and supported choice.
By leading with emotion, clarity, and compassion, the campaign sparked a new conversation across Alberta—one rooted in real stories and real impact.