Agenda item

The Panel received an update report on the second year of operation and marketing activity of the Regional Adoption Agency (RAA), Adopt Coast to Coast presented by the Head of Service, Adopt Coast to Coast, Paula Gibbons (for copy of report and presentation see file). 

The Head of Service referred to the performance of the three Local Authorities: former Cumbria County Council, Durham County Council, Sunderland City Council and noted significant challenges in terms of recruitment, impacted by the recent criminal case in Cumbria and the period following the death of Her Majesty Queen Elizabeth II, and the cost of living crisis, with a massive reduction in the number of enquiries.  She noted that it was important be upfront regarding the financial implications. 

It was explained that Durham County Council had a good percentage of enquiries leading to approvals.

The Head of Service referred to marketing activities and explained as regards the strong commitment to keeping our children within the North East, given the strong cultural identity within the region.  She explained the total percentage of conversions from enquiries to approvals for the RAA for 2022/23 had been 19 percent, however, it was noted that the 32 Regional Agencies differed in how figures were counted and that the important point was that it was felt that the marketing messages were right and resonating with those people who would then go on to make enquiries.  The Panel were asked to note that the figures for Durham in terms of enquiries and approvals had been fairly consistent, noting the highly experienced Team led by the Team Manager, Barbara Arbon.

The Panel were referred to marketing activity priorities for 2023/24 and noted that Cumbria having undergone reorganisation to become two Unitary Authorities had withdrawn from the RAA, leaving Durham County Council and Sunderland City Council.  She noted that this did not mean there was a decrease in the numbers of children, with marketing still emphasising there were lots of children for potential adoptions.  She explained that money was not the motivating factor for prospective parents and reiterated that it was important to help support those prospective parents and reassure them that they would not struggle.  She concluded by noting that there would be groups that waited longer for adoption and that targeted marketing needed to be ran alongside general recruitment, focussing on prospective adopters for those children.

Resolved:

That the content of the report and presentation be noted.