New PSAs Aim to Increase Adoption of Teenagers from Foster Care
To promote the adoption of teenagers from foster care, the Administration for Children and Families (ACF), AdoptUSKids and the Ad Council are unveiling a new series of multimedia public service advertisements (PSAs). Today, more than 33,000 teenagers await adoption from the U.S. foster care system. Nearly 50 percent (14,000) are between the ages of 14 and 16.
These new PSAs are part of the Adoption from Foster Care campaign launched in 2004. Since the launch of the campaign more than 15,000 children have been placed with a permanent family.
“Families give children support, stability and confidence in the future,” said Health and Human Services Secretary Kathleen Sebelius. “We are looking for prospective parents who can provide the stability and security that children in foster care need and deserve.”
The new television, radio, print, outdoor and digital PSAs end with the tagline: “You don’t have to be perfect to be a perfect parent.” The goal is to reassure prospective parents that even if they are not “perfect,” they have the potential to make a positive impact on a child’s life. This year, a special emphasis is placed on recruiting families for 14 to 16 year olds.
The PSAs direct audiences to visit www.adoptuskids.org or to call 1-888-200-4005 (English) or 1-877-236-7831 (Spanish) to receive the latest information about the foster care system and the adoption process.
The campaign’s reach will be extended on social media by featuring “Oh, Parents” moments– the genuine and often hilarious stories of imperfection that all parents experience. Prospective parents and supporters are invited to join the conversation and share their own humorous mishaps of parenting through social media channels including Facebook, Twitter, and Tumblr.
“We are hopeful this campaign’s focus on recruiting families for 14 to 16 year olds will increase the chances that the 1,700 youth in this age range currently featured on www.adoptuskids.org will be placed for adoption,” said Kathy Ledesma, national project director, AdoptUSKids.
The new PSA content was created pro bono by kbs+. “The notion that you don’t have to be perfect to be a loving parent is a universal truth, and we couldn’t be more proud to help support this message,” said Izzy Debellis, Co-Chief Creative Officer, Kirshenbaum Bond Senecal + Partners (kbs+). “As an agency, but especially as advocates of the cause, we are thrilled to be part of it.”
“We’re pleased to continue this tremendously successful campaign with HHS and AdoptUSKids through these new, light-hearted PSAs by kbs+,” said Peggy Conlon, president & CEO of the Ad Council. “Out of all of the Ad Council’s PSA campaigns, the call to action for our Adoption from Foster Care campaign is perhaps one of the largest– to ask Americans to open their hearts and homes to a teen. But, it is also one of the most important and gratifying, and we know that our partners in the media will continue to support such a worthwhile cause.”
Since July 2004, the Ad Council has partnered with ACF, AdoptUSKids and kbs+ on a national multimedia campaign to encourage the adoption of children from foster care. Since its launch the campaign has received more than $341 million in donated media support across television, radio, print, outdoor and digital media. Per the Ad Council model, the new PSAs will run and air in advertising time and space that is donated by the media.