What's Happening?
Second Nurture, a non-profit organization dedicated to promoting adoption and foster care support, has won Gold in Advertising Illustration & Animation at The Drum Awards for its campaign '18 Months'. The campaign creatively blends meticulously crafted
puppets and shadow 2D animation to challenge traditional family views and promote inclusive adoption narratives. The film, which uses hand-torn paper and layered textures, aims to redefine family narratives by showcasing diverse ways families are formed, particularly through adoption. This innovative approach has successfully increased awareness and engagement, encouraging more open attitudes toward adoption and reducing societal stigma.
Why It's Important?
The success of Second Nurture's campaign highlights the power of creative storytelling in shifting societal attitudes towards adoption. By challenging traditional family views, the campaign not only promotes inclusivity but also positions Second Nurture as a progressive organization. This can lead to increased consideration and preference among audiences supportive of diverse family structures. The campaign's impact on consumer behavior could potentially increase adoption rates, thereby reducing stigma associated with non-biological families. Such initiatives are crucial in fostering a more inclusive society that recognizes and supports diverse family dynamics.
