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.
@abipearlgg wrote:Thank you for your comments. Yours and other comments that we have seen across social media have really highlighted that we got this advert wrong and sadly reinforced negative stereotypes, which was not our intention. As a direct action last night we stopped running this advert.We'd like to learn from our mistake, so hope we can talk about this more. As a business with community at its heart, knowing that we have offended another community cuts deep, and we want to make sure that we make amends.
Wow! And I thought it was a great advert aswell @abipearlgg, but I can understand the decision. 😮