The trailer promotes Britain’s Forgotten Children, a week-long series on Channel Four aimed at highlighting the issues faced by children living in the care system in the UK today.We wanted to highlight how any adopting parent can create a dramatic change in a child’s life and happiness by adopting. Focusing on hard-to-place children (often older, or with special needs), the campaign is a direct call to action for potential adopters, motivating them to seek out more information, without scaring them in off, as with conventional charity commercials.