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Case Study: Action For Children

Action For Children logo
Gay dads with kids

LGBT Adoption

UK charity Action For Children protects and supports children and young people, providing practical and emotional care and support. They also provide fostering and adoption services especially for black, mixed-race, and LGBT families.

The Challenge

Help Action For Children raise awareness of adoption within the UK, and encourage LGBT singles and couples to consider adoption as a viable route to becoming parents.
Gay dad with child
Lesbian mum

Our Strategy

Owing to the large volume of mixed race and ethnic minority children that are currently looked after by the state in England, there was a particular focus on reaching mixed race and minority LGBT+ prospective adopters.

Campaigns targeted LGBT+ audiences looking for information about adoption. Landing pages were designed to answer questions about adoption by lesbian, gay, bi, and trans individuals and couples. 

Messaging encouraged prospective adopters to learn more about the adoption process, and attend information sessions or share their details to inquire about being considered.

Since Action For Children is a registered charity, a key part of the strategy was to apply for and secure a perpetual Google Grant, which gives up to £7,000 per month in search ads shown on


Significant increase

in traffic to the website and resulting inquiries about adoption

Brand established

as the leading adoption agency for minority ethnic and mixed race LGBT+ adopters

LGBT parent with daughter

100k +

prospective LGBTQ+ adopters reached throughout the UK