OHTV ‘Future History Campaign’ in partnership with Lambeth Council

A new television advert sees Britain elect its first Black Prime Minister and uncover that he was adopted as a child. The advertisement has been produced by culturally-diverse television brand OHTV as part of the global ‘Future History Campaign’ in partnership with Lambeth Council. The campaign focuses on securing adoptive parents for children in care in Lambeth and across the UK.

OHTV Creative Director Patrick Campbell explains: “The central idea behind the commercial, is the notion that you never know what our children can achieve if they are given a chance. When we wrote the script we asked the question, what is the highest achievement that a young Black boy from Lambeth could achieve? Answer. Prime Minister! We have come up with a big gettable idea that everyone can see and understand…the first Black Prime Minister!”

The ‘Future History Campaign’ is a multi-platform campaign dedicated to increasing the adoption rate for the children in Lambeth care. The campaign revolves around giving children a ‘Future History’ and stresses that without adoption they could be missing out on the future they deserve. ‘Future History’ has a focus on helping children with mixed or Black parentage; 80% of children in Lambeth’s care are of mixed or Black parentage and ‘Future History’ focusses on recruiting more adopters for these children in particular. It emphasises however that the adoption process is for everyone. Diversity is key. The priority is on finding the right parents for each child and there a very few reasons why people are declined the opportunity to adopt.

Reflecting on the advert TV star Fraser James (Judge John Deed, Eastenders, Holby City), who played Britain’s First Black Prime Minister said: “It was only when I got home and everyone had gone to bed, playing the day back, I realised the enormity of what we did. There are only a handful of human beings that have made that speech in that special place and I am now one of them.”

It is hoped that the commercial, which also featured Brenda Emmanus (BBC News Presenter), will inspire more people to look into the adoption of Lambeth’s care children; leading to the improvement of their ‘Future History’ and even see similar real life success – political and otherwise.

The TV advert is to be followed up by an in-depth documentary to be shown on OHTV, Sky TV 199. Made by Avril Evans the documentary tells the Adoption story from a number of perspectives including those of X-Factor 2011 contestant Ashley John-Baptiste, and others who have adopted, been adopted, or have been in care. As well as real life stories, the documentary looks at some of the myths behind the adoption process.

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