When Adoption@Heart needed a new way to connect with prospective parents across the West Midlands, they needed more than an advert. They needed something that could explain a deeply personal and sometimes daunting process with warmth, simplicity and heart. That’s where Bauer Media’s creative team came in.
The Brief
They had a clear goal: to tell the story of an adoption journey in a way that felt approachable, human and reassuring, without putting real families in front of a camera. They needed something that could work across multiple touchpoints, their website, social media channels and live events, and that they could own and use long into the future.
Animation production was the natural answer. It allows a story to unfold naturally and fluidly, without ever needing to show the faces of parents or children. It brings a childlike warmth and simplicity to a process that can feel complex or overwhelming, making adoption feel less like a procedure and more like a possibility.
Bauer Media had actually pitched an animation concept to the organisation the previous year. They loved the idea but weren’t in a position to commit at the time. This year, with a new team in place, we came back to the table. As part of our presentation, we shared a video we had produced for them eight years earlier. The Director was struck by it, played it again in the room, and the response it received was enough to convince the team to move forward with the new production.
The Execution
With the brief agreed, our creative team got to work. The script was written by Simon English, crafted to guide viewers through an adoption journey in a way that felt genuine, gentle and empowering. Animation and character design were handled by Steve Peebles, who built a visual world that felt warm and relatable, with characters and settings that communicated safety, family and hope without a single real face on screen.
Pursuing adoption can be an incredibly stressful time for couples, so every creative choice was designed to help put viewers at ease. The team created a warm, hopeful atmosphere, using smooth transitions and gentle visual storytelling to make the journey feel calm, supportive and reassuring.
Throughout the process, the team held regular check-ins with the client to ensure their feedback was reflected at every stage. The approach was collaborative from start to finish, with creativity and client understanding working hand in hand to shape the final piece.
The finished animation is owned entirely by the agency. It lives on their website, runs across their social channels and plays at events, a versatile, lasting asset that keeps telling their story long after the project wrapped.
The Results
The team at Adoption@Heart responded with this:
“A huge thank you to the team for helping bring our animation idea to life. We are always looking for new and engaging ways to share our mission, and it was a pleasure working with Shantelle and Simon throughout the project. Their creativity, insight and understanding helped shape a powerful message about the importance of Adoption@Heart as a Regional Adoption Agency.
Throughout the process, they were attentive, proactive, and incredibly supportive. Communication was excellent, with regular check-ins to ensure we were happy with the direction of the project and that our feedback was reflected at every stage. Their professionalism, reliability and commitment made the whole experience enjoyable and collaborative, and we are delighted with the final animation.”
A concept that had been waiting in the wings for a year found its moment, and the result was a piece of creative work the client is proud to put their name to.
Could we do something similar for you?
Whether you need a campaign that connects emotionally, a creative concept that cuts through or a production your team can use for years to come, we’d love to talk.
Get in touch with the Hits Radio Advertising team today.