Adoption Coffee Sleeves

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2015

Hamilton County wanted to be bold and try something new and different to promote its available children for National Adoption Month in 2014. The agency had recently become much more aggressive about promoting its children and it wanted a jolt for this big month. One answer? Coffee sleeves. The agency identified children who were older and had been waiting longer for adoptive homes. After getting their permission, the agency decided on four different sleeves (two individual children and two sibling sets) that would feature pictures of the children, a little biographical information, the agency’s new adoption logo and the agency’s new website address. The sleeves also featured QR codes directing folks to the HCKids website. Five independent coffee shops agreed to distribute the sleeves. The agency purchased 18,000 full-color sleeves for under $1,500. The sleeves were extremely popular and produced results: Traffic to the agency’s new adoption website was higher in November than any month before or since: 2,432 users, 4,184 sessions and 47% new sessions. Several of the shops asked if the agency would do this promotion again next year and many of the agency’s employees said they noticed folks throughout the city with the sleeves on their cups.