Achieving unprecedented results for Adoption England
Success by numbers
98%
video completion rate
596k
completed CTV views
158
clicks driven to local adoption agencies
Premium programmatic CTV to drive awareness and adoption interest across the UK.
The partnership
Adoption England needed to reach modern families in a media landscape where over 70 million viewers are projected to choose ad‑supported streaming over traditional pay TV. To stay ahead of this shift, Adoption England, through the You Can Adopt campaign, partnered with Clarity to move into premium programmatic connected TV.
The objective was to meet potential adopters where they are most engaged, using CTV to deliver an emotionally resonant message in high‑quality viewing environments. By focusing on families across the UK, and particularly in the North of England, the partnership aimed to convert sustained on‑screen attention into meaningful awareness, consideration, and interest in adoption. This strategic move positioned Adoption England to compete for attention in a crowded digital ecosystem while building a scalable, future‑ready channel for ongoing recruitment.
Scaling with confidence
Clarity used deep audience insight to design a CTV‑first narrative that aligned message, medium, and moment. Instead of competing for fleeting attention on individual devices, the strategy placed the adoption story on the biggest screen in the home – where couples and families watch together in a receptive, lean‑back mindset.
By tailoring the creative and media approach specifically for connected TV, Clarity ensured the emotional weight of the You Can Adopt message landed with full visual and audio impact. CTV was selected as a channel that could support every stage of the adoption journey, from initial awareness and understanding through to clear calls to action that directed viewers to local agencies.
