Roots Matter: conversations that shape belonging

The Roots Matter! campaign encouraged adoptive parents and the wider public to see adoption stories as an essential part of a child’s identity and well-being. By combining emotional real-life stories with expert advice and practical tools, the campaign supported families in navigating one of the most sensitive conversations in a child’s life.

It captured nationwide attention and sparked dialogue — reaching over 450,000 people on social media, more than 500,000 through media coverage, and delivering practical guides to 1,000+ organizations across Latvia.