Cavendish has been brought in to build the profile of the national charity among parliamentarians and within the coalition Government. The charity works to support adopters in the UK.
The news comes as the former Barnardo’s CEO Martin Narey has been appointed ministerial adviser on adoption issues.
The Government has also announced there are plans afoot to improve and speed up the assessment process for prospective adopters.
Cavendish Communications associate director Murray Stewart said that this was an ‘important time for adoption policy’.
‘It will be essential for Adoption UK to be at the heart of the debate to help shape the emerging policy proposals. We look forward to helping Adoption UK deliver its message to parliamentarians and the coalition Government that the focus on recruiting adopters must go hand in hand with good support packages to ensure the long-term success of adoptive placements.’
Recent months have seen a renewed focus by the Government on adoption policy. The aim is to encourage people put off by the current assessment process, which children’s minister Tim Loughton compared to the ‘Spanish Inquisition’.