The Advertising Council, in partnership with the U.S. Department of Health and Human Services’ Administration for Children and Families (ACF) and AdoptUsKids, announced today the launch of a new series of public service advertisements (PSAs) designed to raise awareness about teens who are in foster care and waiting for “forever families” to adopt them. The new PSAs are an extension of the previously successful campaign, launched in 2002, which focused on the adoption of children in foster care with the successful tag line “You don’t have to be perfect to be a perfect parent.”
According to the Administration for Children and Families, approximately 293,000 children in the United States enter the foster care system each year through no fault of their own. Currently there are 496,000 children in the foster care system in the United States. Of these, 130,000 are available for adoption. Children of color, sibling groups, and older children and teens are even more in need of adoptive homes. Approximately 42% of waiting children are ages 9 or older.
This new multimedia campaign created pro bono by kirshenbaum bond & partners is designed to communicate to prospective parents that “You don’t have to be perfect to be a perfect parent. There are thousands of teens in foster care who would love to put up with you.” The new television, radio, print and Web PSAs portray everyday situations and use humor to help prospective parents realize they have the ability to be great parents and encourage them to consider adopting a teen from foster care.
“We are proud to continue this wonderful campaign with a new series of PSAs designed to encourage the adoption of teens from the U.S. foster care system,” according to Peggy Conlon, President & CEO of the Ad Council. “This campaign has had extraordinary success during the last few years and the new ads will continue the momentum.”
“We are confident that this new campaign will encourage more families to consider adoption of children or youth from foster care. We believe that all children need and deserve permanent, loving families,” said Kathy Ledesma, Program Director, Collaboration to AdoptUsKids. “We hope this campaign will stir the hearts of many adults to pick up the phone and call us to learn more about children and youth in foster care and how to begin the process to adopt them.”
The PSAs direct audiences to visit AdoptUsKids’ comprehensive website www.adoptuskids.org or call 1-888-200-4005 for more information on adoption from foster care.
“This new set of ads is a fresh approach on a much-loved campaign and it continues to break barriers that prospective parents may have when considering adoption,” said Gail Barlow, Creative Director, kirshenbaum bond & partners. “We’ve portrayed situations that people can relate to either from their own teenage experiences with their parents or as being parents themselves and we hope this campaign urges them to take that next step in finding out more about adoption.”
Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media.
The Administration for Children and Families
Within HHS, the Administration for Children and Families (ACF) is the agency that is responsible for Federal programs that promote the economic and social well-being of families, children, individuals, and communities. The Administration on Children, Youth and Families (ACYF) administers national programs for children and youth; works with States, Tribes, and local communities to develop services that support and strengthen family life; seeks joint ventures with the private sector to enhance the lives of children and their families; and provides information and other assistance to parents. Many of the programs administered by ACYF focus on children from low-income families; abused and neglected children; children and youth in need of foster care, independent living, adoption or other child welfare services; preschool children; children with disabilities; runaway and homeless youth; and children from Native American and migrant families.
AdoptUsKids
AdoptUsKids is a multi-faceted, federally funded project whose mission is to recruit and connect foster and adoptive families with waiting children throughout the United States. The project is managed through a cooperative agreement with the Children’s Bureau of the Administration of Children and Families of the Department of Health and Human Services.
kirshenbaum bond + partners
kirshenbaum bond + partners is a network of marketing communications specialty companies founded by Richard Kirshenbaum and Jon Bond, including kirshenbaum bond, Dotglu, LIME public relations + promotion, The Media Kitchen, and Open Mind Strategy. Founded in 1987, kirshenbaum bond + partners has since grown to include over 300 employees and combined billings of over $700 million. kbp is wholly owned by MDC Partners, Inc., in Toronto.
Clients include Wendy¹s, Panasonic, Avon, BMW, Starz Entertainment, KAO Brands (Jergens, Biore, Ban, John Frieda, Curel), Limited Brands, Berkshire Hathaway/NetJets, Windstream Communications, Diageo, Delta, CIT, Edward Jones, Mohegan Sun, Wyndam Hotels & Resorts, and Fruit2Day.
The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.
