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The UnPhotographed Album

The UnPhotographed Album

Michael Carnevale

Michael Carnevale

July 23, 2018

They were already family—they just hadn’t met yet.

Ninety-two percent of children who are waiting for adoption in Brazil are seven years old, or older. But of the 37,000 parents who want to adopt, only 9% welcome children who are that age. That’s according to data from Brazil’s National Council of Justice. These so-called late adoptions are often associated with myths and prejudices. So diaper-cream brand Dermodex worked with BETC/Havas in São Paulo to raise awareness and change those harmful perceptions.

In a special surprise on National Adoption Day in Brazil, three families—all with parents who had performed late adoptions—were given “The UnPhotographed Album,” illustrations that portrayed touching moments of parents and their adopted children, before they met.

“Eternalizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imagination of these families, those moments have always existed,” said Erh Ray, CEO of BETC/Havas in Brazil.

After months of detailed research, BETC/Havas partnered with the team at Estúdio Ícone, who help create these highly detailed, customized albums filled with realistic illustrations. The renderings captured moments ranging from diaper changes and birthday parties to weddings and many other special situations.

Ninety-two percent of children who are waiting for adoption in Brazil are seven years old, or older. But of the 37,000 parents who want to adopt, only 9% welcome children who are that age. That’s according to data from Brazil’s National Council of Justice. These so-called late adoptions are often associated with myths and prejudices. So diaper-cream brand Dermodex worked with BETC/Havas in São Paulo to raise awareness and change those harmful perceptions.

In a special surprise on National Adoption Day in Brazil, three families—all with parents who had performed late adoptions—were given “The UnPhotographed Album,” illustrations that portrayed touching moments of parents and their adopted children, before they met.

“Eternalizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imagination of these families, those moments have always existed,” said Erh Ray, CEO of BETC/Havas in Brazil.

After months of detailed research, BETC/Havas partnered with the team at Estúdio Ícone, who help create these highly detailed, customized albums filled with realistic illustrations. The renderings captured moments ranging from diaper changes and birthday parties to weddings and many other special situations.

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