Children through Alberta Children’s Services need adoptive parents. Our strategy renamed the numerous provincial adoption offices “Adoption Alberta” and recommended a wholistic six-step approach to making the adoption process the same throughout the province.
Once the background work was done, the “Feels Like Home to Me” campaign was launched. It appealed to the emotional, intangible benefit to both adoptive parents and children — a loving family. It’s a feeling embodied in smiling faces, hugs and worn teddy bears