Next time you design a campaign please get a functioning adult to review the script. I'm stunned this ever left the whiteboard! It started off well but the whole "adopted child rescued by the authorities but given back to abusive kidnappers by the media" plot is incredibly damaging. Topped off with "legal adoption orders aren't worth the paper they are written on while you've got a mob to decide what's right".
Remember Baby P? Yep. That's what your advert reminded me of.
Would you run a summer campaign where an abused woman was rescued by the police from a rapist's basement and then everyone cheered when she returned? No. That would be insane.
Children in the care system have enough challenges with self-esteem without big brands flushing them down the toilet for a few clicks.
