This case study shows how adoption can be reframed as a means of helping adults and children achieve the family they deserved.Facebook, agency partners and local media were used to recruit potential adopters and the number of people prompted by communications to contact a local adoption agency using the First4Adoption Agency Finder was tracked. By using the estimated saving to the public purse from children being adopted and therefore kept out of the care system, it is calculated that the activity generated a return of 10 for every 1 invested. The initative also created a process that unified local agencies into a single voice and, most importantly, it brought children and families together.