Every child needs and should have a permanent family and home - but too many children are spending too much of their childhood without one, or never having one at all.

The ‘Every Day is Everything’ campaign aims to build confidence in prospective adopters and encourage more people to come forward, to ensure more children can experience the stability of a permanent family. It shows that adoption isn’t about being perfect - it’s about being there and showing up for a child every day. 

At the heart of the campaign is a celebration of everyday family life. From the morning rush and shared mealtimes, to bedtime chats and quiet moments in between - it’s these small, ordinary experiences that shape a child’s sense of belonging. For children who have experienced uncertainty, having someone there through life’s ups and downs can mean everything.

There are currently around 1,600 more children who need adoptive families than there are approved adopters. Over the past five years, this gap has widened significantly, with the number of children increasing by 52%, while approved adopters have fallen by 46%. Without change, more children could face longer waits in the years ahead.

A new report from Adoption England and Coram warns that by 2030, there may only be enough approved adopters to meet just 13% of the need. However, the report also shows that if adopter registrations return to previous levels, nearly 1,000 more children could find permanent homes.

Children currently spend an average of 646 days without a permanent family after entering care - days that could be spent feeling safe, settled and supported within a permanent and loving family and home.

To bring the campaign to life, a new hero film uses the power of numbers to tell real adoption stories. Adoptive families and well-known voices share the meaningful numbers that define their everyday but significant moments, before the film reveals the wider picture, highlighting the growing need for more adopters.

The video, and campaign, is supported by former Paralympian Ellie Simmonds OBE (adopted individual), The Traitors stars Roxy Hotchkiss and Judy Wilson (adoptive mother and daughter), and Sanam Fagan (former Love Island winner and Post Adoption Social Worker).

Ellie Simmonds OBE, former Paralympian and adopted individual said: "I was adopted when I was just a few months old, so adoption has always been an integral part of my life. While it wasn't something I spoke about publicly until recently, among my siblings and me, who are also adopted, it was something we were all very much aware of.

 My parents have always been my biggest supporters and have always been there for me, no matter what. From the early morning starts taking me to swimming training to Sunday roast dinners together, it's those everyday moments that have meant so much to me.

 I'm sure it will resonate with many people, but it's the everyday things that make a family a family. Those moments might seem ordinary, but they can shape a child's confidence, identity and future in extraordinary ways. I know my parents shaped who I am today, and I'm so grateful they did."

Sarah Johal MBE, National Adoption Strategic Lead at Adoption England, said:
“With the right support and encouragement, we need more people to take that first step and help improve outcomes for children. That first step can be as simple as a conversation with a local adoption agency. Adoption is not about being perfect , it’s about being there every day, for the everyday moments. Because for a child, every day is everything.”

You Can Adopt is a national adopter recruitment campaign delivered by Adoption England with funding from the Department for Education.