This PSA looks to inspire girls to “Dare to STEM,” meaning to get involved in science, technology, engineering and mathematics (STEM). Created pro bono by ad agency Heat, the Ad Council spot features user-generated content from girls experimenting with STEM.
The PSA aims to help tween and teen girls overcome the intimidation that many may feel when it comes to STEM subjects by celebrating the exciting, fun, unexpected and messy elements of science, tech, engineering and math.
Client Ad Council, STEM Agency Heat Elaine Cox, Jones Krahl, Milton Correa, executive creative directors; Tracy Smith, head of design; Dima Rigby, creative director; Lora Faris, sr. writer; Zac Carroll, sr. art director; Nicole Lewis, designer; Elisa Moore, head of production; Aimee Bosley, integrated producer; Heather Ruder, executive digital producer; Geoff Guinta, executive producer; Molly Cabe, head of strategy; Haley Derrah, associate strategy director; Zoe Dunnington, lead platform strategist; Anna Klembarova, lead influencer strategist. Production Unit9 Sound Design Barking Owl
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.
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