Dnyaneshwari Kunjir

Growing Into You

Social Impact Campaign Design

Branding

Poster & Web Design

Research

Embracing Adoption of Older Kids

Older children are often overlooked in adoption, overshadowed by the preference for infants. Myths and stigma create barriers to giving them a chance at family.

Adoption of older children (6+ years) remains low compared to infants, as many Prospective Adoptive Parents hesitate due to myths, fears, and lack of emotional or psychological support. Inadequate counseling leads to fewer adoptions and potential mismatches, sometimes resulting in disrupted placements.

Problem Statement

Encourage confidence and readiness in PAPs by busting myths, providing guidance, and promoting older child adoption.

Campaign Objective.

The campaign uses posters to spark awareness and guide PAPs to a website hub of stories, resources, and counselling, helping them move from curiosity to confidence in adopting older children.

Communication Strategy.

The goal was to make the PAP's, families and adopted children find a way to be happy together.

Adoption is often seen as a one-sided effort—parents "saving" a child or a child "fitting into" a new family. But in reality, it’s a mutual journey.

The Narrative

It’s about both helping each other and moving forward as a unit, like a normal family.

Proposed Sponsorer

HDFC’s focus on family welfare, child well-being, and f inancial security aligns with older child adoption, which requires emotional readiness and long-term financial planning. Supporting this campaign strengthens their role in building stable, loving families.

HDFC BANK

Storytelling

Trustworthy

Empathetic

Community

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