Birmingham City Council has launched a campaign to locate local adopters and foster carers, deploying prime-time television advertising and a new website.

Having achieved record levels of foster recruitment over 2011/12 and 2012/13 financial years, Birmingham has launched its 'Little Moments' campaign to further educate residents about taking on children from the council.

There are currently 177 children awaiting adoption in Birmingham, with 63 children being placed over the last year.

The 'Little Moments' campaign has seen the launch of a new website, with a TV advertising campaign across ITV Central West commencing today during high viewer shows including Coronation Street.

Cabinet member for children and family services at Birmingham City Council, Cllr Brigid Jones, said: 'The Adoption & Fostering Recruitment Team has welcomed great success in fostering over the past few years, signing up a record number of dedicated foster carers who are now providing children with a loving home and brighter future.

'We want to continue this success and "Little Moments" helps us to show potential parents those magic moments that children create, whilst also educating people that far more people can apply than probably realise.

'We know that this can be a very daunting process but we want people to see just how much difference they can make to a child's life, as well as their own.'

Southwark Council's innovative Find 40 Families adoption campaign has today been praised by a representative from the Department of Education, after it achieved rises in adoption rates alongside a 150% increase in visits to the town hall's adoption website.