Our integrated digital, community and social campaign to boost enquiries
Solution
Crash Rhino created, then fully developed and managed the Adoption@Heart Family Patchwork Quilt Project, a community-led campaign designed to raise awareness about adoption through art and education. The campaign centred around a collaborative digital patchwork quilt art installation, created with contributions from local schools, community members, and organisations. The finished quilt was then exhibited at Wolverhampton Fringe Festival, as well as celebrated at an online launch party.
Key campaign elements included:
Teacher toolkits and school engagement to support discussions about adoption in classrooms
Creative workshops about adoption with the local community group, Gatis Community Space.
A social media campaign across Instagram and Facebook, documenting the project and sharing individual patchwork stories behind the artwork
Community and PR outreach and relationship building with local organisations, mayors and charities
Exhibition of the artwork at an arts festival and a banner in the annual Wolverhampton Light Parade.
Challenge
Adoption@Heart is a Regional Adoption Agency (RAA) who wanted to increase awareness of adoption and encourage adoption enquiries within the local Black Country community. The goal was to create a campaign that would spark conversation, increase visibility, and connect with new audiences through an integrated digital and in-person campaign.
Result
The campaign delivered strong results despite relying entirely on organic content with an account of less than 500 followers.
Instagram performance over an 8-week campaign:
11,415 unique views
1,806 accounts reached organically
+1587% increase in activity and accounts reached
275 profile visits (+332.3%)
50.1% of views from non-followers, significantly expanding reach beyond the existing audience
Beyond social media, the project also helped Adoption@Heart enter new community spaces, including schools, arts festivals and community organisations.
As a result, thousands of people who were previously unaware of Adoption@Heart were introduced to the organisation’s mission and work, strengthening its presence within the Black Country community and increasing awareness of adoption. Adoption@Heart also reported an increase in enquiries about adoption from the campaign.
Read more about the full campaign in our Impact Report:
