Part of our promotional strategy is to conduct a 4-week long campaign. To prove that this can be done, I have found an adoption campaign that was done in the U.S. by Ad Council. One main difference between their campaign and ours is that theirs involves adoption of kids of all ages while ours will just be concentrating on babies. There are a few reasons for this, which I will justify during the presentation. Or my fellow groupmates can talk about it in their next post.