This spot shows kids who believe in their future and that they have what it takes to realize their aspirations and to make a positive difference in the world. The message from sponsor Dimension Data is simply that "if you believe you can do anything, we're here to help you do it."
Director Gordon Lindsay of South African production hose bouffant directed this inspiring piece out of agency Owen Kessel Leo Burnett, Johannesburg.
Client Dimension Data Agency Owen Kessel Leo Burnett, Johannesburg, South Africa Donovan Bryan, executive creative director; Angela Galinos, creative director; Sally Walland, producer. Production Bouffant, Johannesburg Gordon Lindsay, director; Leanne Kumalo, producer; Peter Carr, producer. Timothy Pike, DP; Lauren Wilensky, production art director. Postproduction Offline Deliverance Ricky Boyd, editor. Postproduction Online Bladeworks
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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