To celebrate National Single Parent’s Day (3/21), Angel Soft launched a new video featuring the stories of three single parents and their daily struggles, sacrifices and triumphs. It culminates with a granted wish to help make their everyday lives a little easier (ie: paying rent, school or childcare for a year).
This is part of the larger “Be Soft. Be Strong.” campaign from Deutsch and is supported by social, digital and advertising activations to help build awareness for National Single Parent Day. The short was directed by Eric Kaufman of Steelhead.
Credits
Client Georgia Pacific/Angel Soft Agency Deutsch Pete Favat, chief creative officer, North America; Winston Binch, chief digital officer; Karen Costello, executive creative director; Melissa Langston-Wood, creative director; Ashley Milhollin, copywriter; Dan Rosenberg, art director; Vic Palumbo, director of integrated production; Jesse Ferguson, sr. integrated producer; Eryk Rich, music supervisor; Chase Butters, sr. audio producer. Production Steelhead Eric Kaufman, director; Ted Markovic, exec producer; Chris Fox, line producer. Editorial Steelhead Anthony Bernard, editor; HJ Chong, assistant editor; Ted Markovic, exec producer; Chelsea Bassler, associate producer. Licensed/Composed Music Song: “Elective Affinities” Matthew Abeysekera, composer. Publisher Score A Score Jordan Passman, creative director; Jake Weinreb, exec producer; Cian Favat, sr. producer. Audio Post Steelhead Drake Dixon, mixer
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.
