CHI & Partners nets Adopt A Better Way

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Adopt A Better Way: CHI will create £3m campaign
Adopt A Better Way: CHI will create £3m campaign

CHI & Partners has won the advertising account for the charity Adopt A Better Way after a pitch.

Adopt A Better Way aims to change the adoption system to give a greater number and wider selection of children the chance to find caring homes.

Its goal is to bring about the introduction of policies that place children at the centre of a more humane adoption system.

CHI will be responsible for a £3 million campaign for the charity that will launch next month.

Francesca Polini, the founder and chair of Adopt A Better Way, said: "CHI & Partners have a proven track record of conceiving powerful communication ideas and we're thrilled to be working with them."

The charity, which was formerly known as Adoption With Humanity, ran a press ad in The Daily Telegraph last year inviting readers to sign a petition to set up a national adoption authority.

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