The Baby Hatch is an alternative adoption process. We have re-conceptualized an already existing concept for it to fit into Danish regulations. Additionally, we have created tangible communication materials in the form of a poster and brochure that will help us to communicate the concept in a focus group discussion setup. In this project, we will be analyzing the participants’ reception of the product campaign and an awareness campaign by using a theory that is introduced by Kim Schrøder, namely the ‘multidimensional model’. We will analyze upon the focus group participants’ meaning making process by using four of the six dimensions that Schrøder's model provides. The analysis will portray a double layered examination. Firstly, the participants’ subjectively created preferred reading and, secondly, our, as researchers’ objective ‘evaluation’. Here we are interested to see to what extent the audience accepts our encoded ideological and hegemonic message. We then discuss our findings, and consider other possible methodological outcomes. Advisors/Committee Members: Asmussen, Hans Christian (advisor).