The Adoption Authority of Ireland (AAI) engaged 4TC to develop a public relations strategy and activity to accompany the enactment of the Birth Information and Tracing Act, and the rollout of services under this landmark legislation.

Our consultants worked closely with the CEO and senior members of the AAI team, delivering a broad range of services over a six-month period that included communication strategy, messaging, story development, content generation, national and international media relations, media training, issues management, and stakeholder relations with relevant government departments and organisations.

The Birth Information and Tracing Act provided, for the first time, a full and clear right of access to birth certificates, birth and early life information for all persons who were adopted, boarded out, the subject of an illegal birth registration, or who otherwise have questions in relation to their origins.

By telling the story of how the AAI could now provide individuals with information about their past – and help reunite them with their genetic family members – 4TC and the AAI were able to secure considerable engagement among the general public and the media in Ireland and abroad, and play an important role in ensuring the success of the AAI’s public information campaign.

Within three months of the enactment of the Birth Information and Tracing Act, more than 2,000 adopted persons, birth parents, and other relatives had registered with the AAI to state their preferences about making contact with birth relatives.