The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”–directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures–spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
Credits
Clients U.S. Department of Health and Human Services’ Administration for Children and Families; AdoptUSKids Public Service Organization Ad Council Michelle Hillman, chief campaign development officer; Dzu Bui, SVP, group campaign director; Mary Zost, VP, campaign director; Andrew Scibilia, campaign manager; Lauren Kim, assistant campaign manager. Agency Edelman Isidoro Debellis, Manas Abrol, Mara Evans, executive creative directors; Mary Soroka, creative director; Allyson Paisley, group creative director; Cindy Chapman, group executive producer; Natasha Correa, sr. producer. Production Greenpoint Pictures The Hudson Dusters (Michael Kuhn, Niles Roth), directors; Sammy Monrow, 1st AD; Nate Hurtsellers, DP; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Karen Berkowitz, head of production; Luke Stevens, line producer. Editorial Greenpoint Pictures Joe Walker, editor; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Lexy Leeds, producer. Audio Alt Mix Studio Cory Melious, sound engineer. Color Harbor Picture Company Damien Vandercruyssen, colorist; Brad Martin, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
