Category: Opinion
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Glossy Ads Fail Children
We have written before about adopter recruitment advertising that has landed badly with adoptive families. It continues regardless. In October 2025, we received an email from a marketing and recruitment professional at a North East Regional Adoption Agency. They were frustrated. Campaigners from Action Against ASGSF Changes had been commenting on their adopter recruitment adverts Read more
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A System Built to Respond only to Crisis is a System Built to Fail.
Led by Adoption England, regional adoption agencies have built policies that allow access to vital, life changing and life saving therapeutic resources only when families are in the depths of crisis and on the verge of saying they can no longer carry on. Indeed they are so open about this policy that some have sent Read more
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Language Matters
An argument for a shift in narrative around modern adoption Recent coverage of adoption has shone a light on a stark truth: as a country, we are still talking about adoption as if it were a fairytale ending, not a complex response to profound loss and trauma. The gap between the story and the reality Read more