Thousands of people respond to the British Association for Adoption and Fostering's annual adoption recruitment campaign National Adoption Week (NAW), but little is known about what happens to enquirers after they receive the information pack. In this article, Emma Ward investigates the success of the campaign and whether the profile of enquirers adds insight into their likelihood of starting the adoption process and showing interest in older children. The findings of a survey completed by 493 enquirers to the 2003 campaign are presented. The study found that NAW is successful in generating applications and maintaining interest. The well-reported preference for younger children by prospective parents was confirmed, but enquirers also displayed a willingness to consider older children with complex needs. Enquirers motivated by infertility were more likely to start the adoption process while those with other motivations were more inclined to be (actively) interested in non-infant children. Respondents' expectations of the adoption process and the system for approving candidates were seen as significant barriers.