Human Rights Campaign
GAY ADOPTION

The challenge: In 1997, the Human Rights Campaign needed to develop a public campaign to build support for adoption by gays and lesbians.

The solution: Bernard Whitman conducted a groundbreaking quantitative public opinion study on the issue of gay adoption. Through extensive message and scenario testing, WINS identified the single most powerful statement to build support for gay and lesbian adoption: Adoption is best decided by parents and professionals on a case by case basis, not by the politicians or the government.

The result: This message continues to drive much of the debate about gay adoption nearly ten years later.

Research tools:
Message Development and Optimization
Public Affairs Research

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