Vlemmiks gives adoption charity brand overhaul

Direct Line’s marketing chief Rick Vlemmiks will over the see the relaunch of adoption charity Adopt a Better Way after a taking a short sabbatical from his role at the insurance firm earlier this year.

AdoptaBetterWay
Vlemmiks is overseeing the relaunch of UK adoption charity Adopt a Better Way

The charity, which was formerly known as Adoption With Humanity, relaunches next month during National Adoption Week (5-11 November) with an outdoor push. It will use the strapline ‘Every child deserves to have a loving family.’

Activity will be backed by initiatives fronted by Labour politician Oona King and British designer Bruce Oldfied.

The charity says the new positioning, which includes a new logo and marketing strategy, will focus communications around a call to action for people and the government to “sit up and take note” by calling for the introduction of policies that implement a “more humane” adoption system. It wants the UK to give a greater number of children the chance to find caring homes.

Vlemmiks, who left Direct Line Group in June to launch the new brand, has developed a £3m marketing push in partnership with Mediacom and CHI. He will return to the insurance business later this year.

Vlemmiks adds: “The campaign we’re launching is a call to action to make the government and people all over the UK sit up and take note of adoption.

“Adoption should be an equally valid and valued way of creating a family, not a last resort. That is what Adopt a Better Way wants to change. We want to see the government and authorities – and the public – realise that society stands to benefit if these kids are not shunted around in foster care. Currently you have a situation where they are more likely to end up in jail or on the streets.”

The charity is also launching additional PR activity in partnership with Blue Rubicon and worked with brand consultants Lambie Nairn on the charity’s branding strategy.

Vemmiks joined Direct Line Group at the start of the year as its first ever chief marketing officer. He left the company after just five months to launch Adopt a Better Way. Prior to joining the insurance firm, he was commercial director at British Gas where he overhaule the energy company’s branding strategy in 2011.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here